Google’s third-party cookies deprecation within the Chrome browser already saw delays extending the corporate’s timeline to completion in 2025. Now, those plans have been canceled entirely.
Retailers, amongst other advertisers, had already been exploring how third-party cookies’ elimination would alter targeting capabilities based on activity in Google’s Chrome web browser. That journey has opened up latest opportunities for alternatives. Examples include those offered through retail media networks that leverage first-party data on customers.
In a July 22 blog post, nevertheless, Anthony Chavez, a vp working on Google’s Privacy Sandbox initiative, explained that his company is changing course.
Google’s decision to cancel third-party cookies deprecation
“As a substitute of deprecating third-party cookies, we’d introduce a brand new experience in Chrome that lets people make an informed alternative that applies across their web browsing, they usually’d give you the chance to regulate that alternative at any time,” Chavez wrote. “We’re discussing this latest path with regulators, and can engage with the industry as we roll this out.”
Google originally began its Privacy Sandbox project to explore options for user privacy on the open web. Up until this week, that vision didn’t include third-party cookies, the code used on web sites that may live to tell the tale in web browsers across multiple site visits to trace user activity and inform targeted advertisements delivered to those users. Along the best way, the Privacy Sandbox team has been working with industry and government representatives to craft latest solutions.
“Throughout this process, we’ve received feedback from a wide range of stakeholders, including regulators just like the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), publishers, web developers and standards groups, civil society, and participants within the promoting industry,” Chavez said. “This feedback has helped us craft solutions that aim to support a competitive and thriving marketplace that works for publishers and advertisers, and encourage the adoption of privacy-enhancing technologies.”
Timeline for third-party cookies deprecation
Ultimately, Google decided that its favored path will mean implementing these latest settings inside Chrome and without pushing ahead with cookies deprecation. That process began after a proper announcement in 2020, eyeing 2022 for full deprecation. In April, the deadline was moved into 2025 as Google acknowledged the CMA’s have to review proposals, in addition to “ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers.”
“As this moves forward, it stays essential for developers to have privacy-preserving alternatives,” Chavez stated this week. “We’ll proceed to make the Privacy Sandbox APIs available and put money into them to further improve privacy and utility. We also intend to supply additional privacy controls, so we plan to introduce IP Protection into Chrome’s Incognito mode.”
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