Cookies have become such a relevant tool that Google Chrome has not been able to transition to its evolution. After the company postpones the Privacy Sandbox initiative for another year.
“The most consistent feedback we have received from these stakeholders is the need for more time to evaluate and test new Privacy Sandbox technologies before removing third-party cookies,” the technology company said in a press release.
Google notes that over the past few months they have released test builds for a number of new Privacy Sandbox APIs in Chrome for developers to test, and have worked closely with publishers, marketers, developers and regulators through forums such as the W3C, however the feedback they have received has prompted them to postpone this initiative again.
“Beginning in early August 2022, Privacy Sandbox testing will expand to millions of users worldwide, and we will gradually increase the size of the testing population throughout the remainder of the year and into 2023. As the web community try these APIs, we will continue to listen carefully to the comments and adjust our plans accordingly”, emphasizes the technology company.
This cookieless digital environment may be ready by the second half of 2024.
“We recognize that the extended timeline is necessary to achieve this goal, and we hope this will give more partners the opportunity to participate in Privacy Sandbox testing to further refine technologies,” said Masanaga Konishi, Head of Product Strategy, Advertising at Display.
The Mountain View company claims that Privacy Sandbox will enable a web that does not rely on cross-site tracking identifiers or covert techniques such as fingerprinting, making it an ambitious project for the entire industry.
In Mexico, according to a report, Mexican Internet users ignore cookies in a hurry and prefer not to read the details of this tool and access sites without knowing what information is collected.