Google is continuing to work on its Secure Sandbox project to remove cookies from Web browserBut don’t expect anything radical until at least late 2024.
The security sandbox hopes to phase out third-party cookies and limit covert tracking, but this involves building new technologies, working with publishers and developers, and collaborate with the entire industry, which seems to take a long time.
By previous calculations, third-party cookies should have disappeared by the end of last year. Then Google said it pushed the deadline to the end of 2023. However, for now, we are looking at the end of 2024.
Google’s Third Party Cookies
in it latest report of precious goods (opens in a new tab) ahead of the UK Competition and Markets Authority (CMA), Google announced that it is working to remove third-party cookies in the second half of 2024, which will include a phased approach . The company says it will take two months for a full rollout in Chrome.
Replacing third-party cookies, Secure Sandbox hopes to introduce a range of less invasive APIs. This includes the Topics API, a “standardized interest taxonomy” that limits how much browsing history is considered when displaying ads, and a more advanced version that can take into account context.
There is also a FLEDGE API that classifies users as members of a certain market segment; Attribution reporting API that measures ad clicks, leads, and conversions; Private State Tokens API to help fight fraud; and the First Party Sets API allows multiple domains owned by the same entity to be considered part of the same first party.
However, the development has not been met without the concern (proper and legal), which Google has outlined and addressed in its latest report. Regardless of when cookies will be deprecated, it is clear that web developers need to catch up with this trend or they risk being left behind.