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{"id":32706,"date":"2023-05-18T22:13:54","date_gmt":"2023-05-18T22:13:54","guid":{"rendered":"https:\/\/scienceandnerds.com\/2023\/05\/18\/google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024\/"},"modified":"2023-05-18T22:13:55","modified_gmt":"2023-05-18T22:13:55","slug":"google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024","status":"publish","type":"post","link":"https:\/\/scienceandnerds.com\/2023\/05\/18\/google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024\/","title":{"rendered":"Google will disable third-party cookies for 1% of Chrome users in Q1 2024"},"content":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/05\/18\/google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024\/<\/a><\/br>
\nGoogle will disable third-party cookies for 1% of Chrome users in Q1 2024<\/br>
\n2023-05-18 22:13:54<\/br><\/p>\n

\n

Google\u2019s Privacy Sandbox<\/a> aims to replace third-party cookies with a more privacy-conscious approach, allowing users to manage their interests and grouping them into cohorts based on similar browsing patterns. That\u2019s a major change for the online advertising industry, and after years of talking about it and releasing various experiments, it\u2019s about to get real for the online advertising industry. Starting in early 2024, Google plans to migrate 1% of Chrome users to Privacy Sandbox and disable third-party cookies for them, the company announced today. Google\u2019s plan to completely deprecate third-party cookies in the second half of 2024 remains on track.<\/p>\n

In addition, with the launch of the Chrome 115 release in July, Google is making Privacy Sandbox\u2019s relevance and measurement APIs generally available to all Chrome users, making it easy for developers to test these APIs with live traffic. Google doesn\u2019t plan to make any significant changes to the API after this release.<\/p>\n

Deprecating third-party cookies for 1% of Chrome users doesn\u2019t sound like it would have a major impact, but as Google\u2019s Victor Wong, who leads product for Private Advertising Technology within Privacy Sandbox, told me, it will help developers assess their real-world readiness for the larger changes coming in late 2024. To get ready for this, developers will also be able to simulate their third-party cookie deprecation readiness starting in Q4 2023, when they\u2019ll be able to test their solutions by moving a configurable percentage of their users to Privacy Sandbox.<\/p>\n

\u201cThis plan was developed with close consultation and coordination with UK\u2019s Competition and Markets Authority \u2014 the CMA. We consulted with them on this and we felt this is the best way to, jointly with the industry, actually test out the solution,\u201d Wong explained. \u201cIn Q4 [2023], we help coordinate some of the testing and make that easier. Q1 [2024], we deprecate for 1%, which then, for everyone in the industry, forces them to seriously start experimenting and testing.\u201d<\/p>\n

With the launch of Chrome 115, most adtech developers should be able to start testing their solutions at scale. At that point, Privacy Sandbox features like Protected Audience, Attribution Reporting and the Topics API will be locked in.<\/p>\n

It\u2019s worth noting that today, users can already turn on the Privacy Sandbox trials in Chrome. The APIs have been available for testing since the launch of the Chrome 101 beta. But that\u2019s obviously quite different from being able to test these APIs at scale.<\/p>\n

\u201cA lot of folks have been asking for more scaled availability, because today, obviously, only a minority of users currently have sandbox available. So just even to do testing there is quite limited. But we\u2019re seeing a lot of interest to scale that up,\u201d said Wong. He also noted that Google doesn\u2019t currently have any plans for intermediary steps throughout 2023 to scale this number beyond 1%. Once it decides to fully deprecate, Google plans to go from 1% to 100% without any milestones in-between (though there will obviously be a bit of a ramp-up).<\/p>\n

Google\u2019s original plan had called for phasing out tracking cookies as early as 2022, but the company changed that timeline back in 2021<\/a> and then again in 2022<\/a>.<\/p>\n

\u201cI don\u2019t think it\u2019s an overstatement to say how big of a deal this initiative is, at least in the history of the web. So we\u2019re taking a very deliberate approach based on the input of voices across the ecosystem, including developers, regulators, policymakers and advertisers. We heard from a lot of these partners, saying more time was needed to make sure that they could test and adapt,\u201d Wong said. But he also noted that the company is seeing a lot of people in the ecosystem starting to move very quickly now that these deadlines are approaching. Some partners, he thinks, may already be at the point where they could make the switch today.<\/p>\n

It\u2019s no secret that Privacy Sandbox isn\u2019t uncontroversial and other browser vendors are taking very different<\/a> approaches<\/a> to preserving their users\u2019 privacy. With the CMA closely watching Google\u2019s initiative, the company has committed to a set of guidelines that should ensure that there are no self-preferencing practices in how it implements Privacy Sandbox that could give it an advantage over its competitors. As none of the competitors seem particularly keen on adopting Privacy Sandbox, the implications for the overall web advertising ecosystem remain to be seen.<\/p>\n<\/p><\/div>\n

<\/br><\/br><\/br><\/p>\n

Science, Tech, Technology<\/br>
\n<\/br>
\nSource:https:\/\/techcrunch.com\/2023\/05\/18\/google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024\/<\/a><\/br><\/br><\/p>\n","protected":false},"excerpt":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/05\/18\/google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024\/ Google will disable third-party cookies for 1% of Chrome users in Q1 2024 2023-05-18 22:13:54 Google\u2019s Privacy Sandbox aims to replace third-party cookies with a more privacy-conscious approach, allowing users to manage their interests and grouping them into cohorts based on similar browsing patterns. That\u2019s a major change for the online advertising industry, and […]<\/p>\n","protected":false},"author":1,"featured_media":32707,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[26,17,8],"tags":[],"class_list":["post-32706","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-science","category-tech","category-technology"],"yoast_head":"\nGoogle will disable third-party cookies for 1% of Chrome users in Q1 2024 - Science and Nerds<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scienceandnerds.com\/2023\/05\/18\/google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google will disable third-party cookies for 1% of Chrome users in Q1 2024 - Science and Nerds\" \/>\n<meta property=\"og:description\" content=\"Source:https:\/\/techcrunch.com\/2023\/05\/18\/google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024\/ Google will disable third-party cookies for 1% of Chrome users in Q1 2024 2023-05-18 22:13:54 Google\u2019s Privacy Sandbox aims to replace third-party cookies with a more privacy-conscious approach, allowing users to manage their interests and grouping them into cohorts based on similar browsing patterns. 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