Google to Deprecate Third-Party Cookies for 1% of Chrome Users in Early 2024

Google to Phase Out Third-Party Cookies for 1% of Chrome Users in Early 2024

Google is set to begin phasing out third-party cookies for 1% of its Chrome users in early 2024, a significant step towards its broader goal of deprecating these cookies entirely by the second half of 2024. This move is part of Google's "Privacy Sandbox" initiative, designed to create a more privacy-conscious web by replacing third-party cookies with new technologies that allow users to manage their interests and group them into cohorts based on browsing patterns. This transition is a major shift for the online advertising industry, impacting how user data is tracked and utilized.

Key Developments and Timelines:

Early 2024: 1% of Chrome users will have third-party cookies disabled.
Q4 2023: Developers can begin testing their third-party cookie deprecation readiness by simulating user migration to Privacy Sandbox.
July (Chrome 115 Release): Privacy Sandbox's relevance and measurement APIs will become generally available to all Chrome users, enabling developers to test these APIs with live traffic.
Second Half of 2024: Google plans to fully deprecate third-party cookies in Chrome.

The Significance of the 1% Rollout:

While disabling cookies for only 1% of users might seem minor, Google's Victor Wong, who leads product for Private Advertising Technology within Privacy Sandbox, emphasizes its importance. This controlled rollout will allow developers to assess their real-world readiness for the larger changes coming in late 2024. It provides a crucial testing ground for the industry to adapt to new privacy standards.

Industry Consultation and Regulatory Oversight:

Google has been working closely with the UK's Competition and Markets Authority (CMA) throughout this process. Wong highlighted that the plan was developed with extensive consultation with various stakeholders, including developers, regulators, policymakers, and advertisers, who indicated a need for more time to test and adapt. The CMA's involvement ensures that Google's implementation of Privacy Sandbox does not involve self-preferencing practices that could disadvantage competitors.

Privacy Sandbox APIs and Developer Readiness:

With the Chrome 115 release, key Privacy Sandbox features such as Protected Audience, Attribution Reporting, and the Topics API will be finalized. This general availability allows adtech developers to begin testing their solutions at scale. Previously, users could opt into Privacy Sandbox trials, but testing at scale was limited due to the small number of users participating.

Google's Approach to Deprecation:

Google plans a direct transition from 1% to 100% deprecation of third-party cookies without intermediate milestones, although there will be a gradual ramp-up. This approach aims to ensure a decisive shift once the transition begins.

Industry Reactions and Browser Alternatives:

Privacy Sandbox has not been without controversy. Other browser vendors are adopting different approaches to user privacy. The implications for the broader web advertising ecosystem remain to be seen, especially as competitors are not keen on adopting Privacy Sandbox.

Historical Context:

Google's initial plan was to phase out tracking cookies as early as 2022. However, this timeline was extended in 2021 and again in 2022, acknowledging the need for more time for the industry to adapt. Wong noted that while some partners may be ready now, the extended timeline was necessary due to the initiative's significant impact on the web.

Topics Covered:

Chrome
Cookies
Google
Google Privacy Sandbox
Privacy
Privacy Sandbox

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