As is known, to meet the increasingly stringent provisions of the legislator and, from a future perspective, perhaps get rid of the banner sui cookie which appears every time you open a previously unvisited website, Google invented the Privacy Sandbox platform.
The Redmond company has in fact decided to abandon support for third party cookies in Chrome and focus on Privacy Sandbox for two main reasons. First of all, by promoting the Privacy Sandbox initiative, Google claims to help users protect privacy online. At the same time, we want to provide companies that base their business on advertising with the most effective tools to continue working in the compliance with regulations in force.
Privacy Sandbox it is therefore a bit of a “save the buck” solution: they are no longer there tracking cookies shared across multiple websites or unique identifiers. It is the browser that can collect, with the user’s authorization, some information about his interests, sharing it anonymously with remote servers.
Blocking third-party cookies still postponed: we won’t talk about it until the beginning of next year
In a brief note just shared by Google, the company acknowledges that several challenges remain on the table centered on the conflicting feedback coming from various player of the industry, regulators and developers. “We will continue to engage while staying in close contact with the entire ecosystem“, observes the company led by Sundar Pichai.
While on the one hand the Privacy Sandbox framework was brought to its debut as early as January 2024 for a limited number of users Google Chromethe path that will lead to its eventual large-scale adoption still appears bumpy.
Precisely because of the checks again on the roadthe Mountain View company has decided to postpone again (it’s the third time this has happened…) the blocking third party cookies within Chrome. Their abandonment will not begin, at this point, before the beginning of 2025.
In another article we saw how to check if Chrome was blocking third-party cookies (when it was part of the testing program launched in January). In the same study we explained how to activate the block manually by acting on the Chrome flags.