The Privacy Sandbox project will have to be postponed, according to Google, since “it’s become apparent that more time is required throughout the ecosystem to do this right.”
Google’s Chrome web browser will not completely disable monitoring cookies until late 2023, according to Alphabet, postponing a step that has sparked antitrust worries among rivals and authorities by almost two years. The Google Chrome Privacy Sandbox feature, which will restrict third-party cookies, has been delayed due to a concern from advertisers, according to the firm. Rivals have accused Google, the world’s largest online ad vendor, of using the enhanced privacy features as a ruse to win market dominance.
The Privacy Sandbox project will have to be postponed, according to Google, since “it’s become apparent that more time is required throughout the ecosystem to do this right.” The internet giant thinks that the developer and company ecosystems will need more time to build tools and prepare for the shift.
The new timeframe is essential, according to Google, in order to prevent jeopardising the economic models of many online publishers that promote freely accessible material. In a blog post, Vinay Goel, Chrome’s privacy engineering director, said, “By offering privacy-preserving technologies, we as an industry can assist guarantee that cookies are not replaced with other kinds of individual monitoring, and prevent the development of covert methods like fingerprinting.”
Following an inquiry, the Competition and Markets Authority (CMA) in the United Kingdom agreed with Google this month to monitor the Chrome modifications. Google said that their revised schedule was in accordance with the agreement. “We need to proceed at a reasonable pace,” Goel added, “providing enough time for public debate on the best options and for publishers and the advertising sector to transfer their services.” The business said that it wants to collaborate with the online community to develop better ad distribution technologies. At the same time, it said that user privacy and control are important to it. By the end of 2022, essential technologies for the creation of new tools will be accessible. According to the UK Competition and Markets Authority, Chrome will begin phasing out third-party cookies in mid-2023. The industry will have time to adjust to the changes thanks to the two-stage development and implementation of new technology. On a dedicated webpage, Google will offer a release schedule for the Privacy Sandbox technologies. Users would have to wait until late 2023 to fully benefit from the privacy features.