Recently, Google announced a plan to postpone the discontinuation of third-party data cookie collection on Google Chrome, extending it by another year. Originally, the plan was to end the use of these cookies within 2023, but it has now been changed to 2024. It should be noted that this postponement announcement is the second one from Google, even though Google originally planned to discontinue cookie-based data collection as early as 2022.
Of course, Google needs more time to test various systems, such as Privacy Sandbox, a new solution that Google claims will help improve targeted advertising. What are the key details of this postponement plan, and how should marketers and brands prepare for it? Let’s find out.
New Timeline
Google’s second postponement of the plan gives developers, brands, and marketers more time to adapt. Anthony Chavez, Vice President of Google’s Privacy Sandbox Initiative, stated that one of the main reasons for the postponement is that the Privacy Sandbox development team needs more time to evaluate and test the latest technology before permanently discontinuing third-party data cookie collection on Google Chrome and transitioning to first-party data collection.
Google has been testing the Privacy Sandbox technology for several months, and developers and marketers agree that they need a longer testing period. For the Privacy Sandbox API, a trial version will be released to developers in August, and Google plans to roll out this trial version to people worldwide within 2023.
What is Privacy Sandbox?
Privacy Sandbox on Google Chrome, or what many Thais call the “advertising screening system,” is simply a user data security management system designed and developed by Google to align with the trend of first-party data collection.
It consists of several technologies, including Topics API and FLEDGE API, which Google claims will help advertisers work more efficiently while increasing user security.
As brands and marketers, you will have more time to prepare to adjust your advertising campaign strategies because, as a reminder, discontinuing cookies on Chrome significantly impacts the campaign deployment process (read 4 Checklist to Prepare for First-Party Data here). Therefore, Google giving you more time to learn is good news. If you want to see the full timeline of this announcement, you can visit Privacy Sandbox Timeline.
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