Google is preparing for an important update of its Chrome browser, which will affect Cookie files. The new technology called Privacy Sandbox will gradually replace third -party cookies, offering a more confidential approach to user data.
According to information, published in TechCrunch, Google plans to translate 1% of users to Privacy Sandbox and disable the use of third -party COOKIE files for them. This step will be implemented in early 2024, and the full termination of use of cookies is scheduled for the second half of 2024.
with the release of Chrome 115 in July, the Privacy Sandbox relevance API will be available to the general public, which will facilitate the developers with the opportunity to test the API on real traffic.
According to the head of the Private Advertising Technology department in Privacy Sandbox, Viktor Vong, the refusal to use third -party cookies for 1% of Chrome users will help developers to evaluate their readiness for more significant changes. Developers will also be able to simulate readiness to depreciate third -party cookies starting from the fourth quarter of 2023, when they can test their solutions by translating the percentage of users in Privacy Sandbox
Privacy Sandbox introduction plan was developed jointly with the UK competition and the British competition (CMA), and to expand the use of technology for a wider audience, further cooperation with antimonopoly authorities will be required.
It is important to note that initially Google planned a phased rejection of the tracking files Cookie already in 2022. However, the company postponed the terms of implementation of the plan several times. Victor Wong emphasized that this initiative is of great importance in the history of the Internet, and Google is responsible for it responsibly, taking into account the opinions of all participants in the ecosystem, including developers, regulators, politicians and advertisers. The company takes into account the need for additional time so that all interested parties can be tested and adapt to new changes.