Google has talked about a plan to block third-party cookies, which can track the user’s activity across multiple websites starting in 2020. The stated intention was to make the switch within two years. It hasn’t been accomplished three years later. , Google’s proposed replacement technology, is being criticized by privacy advocates, competitors, and regulators.
Google has announced, that Chrome 115, which will be released in July, will support the Privacy Sandbox replacement standards. This allows companies to test them out more widely. The Privacy Sandbox will not be enabled by default for all users, but they can be activated without having to join a trial.
This is a “work in progress” screenshot of what the settings page may look like when the new technology comes out.
‘s Chrome Developers Blog provides more information about the technology that is being shipped. The list includes Topics, which provides advertisers with data on what users might be interested in depending on their activity. Also included is the FLEDGE tool for “serving remarketing and customized audiences,” now being renamed protected audience.
Google listed other milestones which have already been rolled out. These include Federated Credential Management, which allows the use of services like “Sign in using …”-” without exposing users to tracking across sites.
A update is also coming this year, which will allow developers to simulate “Chrome Third Party Cookie Deprecation” in up to 10% of Chrome browsers. This way they can see what it looks like when it’s released.
Victor Wong, Google’s director of products, told us that the plan was developed in conjunction with the UK Competition and Markets Authority. Google has repeatedly delayed the end of third party cookie support, which other browsers such as Safari and Firefox now block by default.
Google had announced in July that it would turn off third-party cookie by the end of 2024. This news doesn’t delay this, but it does say it will continue to “work closely with the CMA”, as it expands its Chrome usage beyond 1% of users during the second half next year.
