On June 24, the United States Google announced the schedule review of the technology development project for web business "Privacy Sandbox" promoted by the company. At the same time, it announced that it will postpone the discontinuation of support for third-party cookies in Google Chrome until the second half of 2023.
Third-party cookies are cookies that are recorded in your web browser from sites other than the one you visited. It is widely used for measuring access status and displaying advertisements, but privacy can be improved by excessively collecting user behavior on the web or using it to the extent that the user expects it. There is growing concern that it will be compromised.
To protect user privacy, Firefox, Safari, etc. have been changed to block (disable) third-party cookies by default. In response to this move, Google announced in January 2020 that it would discontinue support for third-party cookies in Chrome within two years (until January 2022).
With this announcement, the schedule is expected to be postponed for nearly two years from the original schedule. It is not clear whether the implementation method of discontinuing support is the default block or other method.
The company, which also provides advertising services, has also begun to develop a mechanism to replace third-party Cookie. The privacy sandbox is one of them. In August 2019, the Chromium project (an open source project developing the web browser of the same name; Chrome is based on Chromium) proposed a privacy sandbox, and W3C is a web technology standardization organization. (World Wide Web Consortium) is discussing standardization.
As Google's privacy sandbox efforts continue, "We've found that the entire digital advertising ecosystem needs more time to implement this plan correctly," he said, reviewing the schedule. Expressed. Details will be announced soon.
A schedule has been announced to discontinue support for Chrome's third-party cookies in two stages. Stage 1 begins in late 2022 after a new tool to replace third-party cookies is ready for adoption and the API is released in Chrome. Allow time for advertisers and publishers to migrate (assuming 9 months), and check implementation status and feedback.
Stage 2 will start in mid 2023. In the last three months of 2023, Chrome will phase out support for third-party cookies.
Privacy Sandbox website