In a bold move towards enhancing user privacy, Google announced that it will begin phasing out third-party cookies for approximately 1% of Chrome users in the first quarter of 2024. The decision marks a significant milestone in the tech giant’s Privacy Sandbox initiative.
The Privacy Sandbox is an open-source initiative developed by Google to create a more privacy-conscious web ecosystem. It seeks to replace third-party cookies with privacy-preserving alternatives that maintain user anonymity while still allowing targeted advertising.
The United Kingdom’s Competition and Markets Authority (CMA), has been closely involved in this process. The CMA has been advocating for stronger privacy controls and fair competition within the digital advertising space. Angela Nissyrios, Assistant Director of the CMA, expressed her support for Google’s move, stating, “These changes aim to reduce the sharing of personal data in the online advertising ecosystem. We welcome efforts to improve privacy where this would benefit consumers. However, the changes need to be made in a way which does not lead to a competitive advantage for Google.”
Google’s decision to gradually roll out this change to just 1% of Chrome users is aimed at mitigating potential disruption to the online advertising industry. If the trial proves successful, Google will gradually expand the use of the Privacy Sandbox to a larger percentage of Chrome users. The company’s ultimate goal is to completely eliminate third-party cookies in the second half of 2024.
The elimination of third-party cookies will have a profound impact on the online advertising industry. Advertisers will need to explore alternative methods for tracking users and targeting advertisements.