Playtime is Over: Google Ends the Privacy Sandbox Experiment
Google has reversed its decision to completely eliminate third-party cookies in Chrome, a significant shift from its earlier stance. Here's what our leading data and technology experts around the globe had to say...
Initially, Google planned to phase out these cookies by 2022, which was later postponed to 2023 and then to 2024. However, the latest update reveals that Google will continue to support third-party cookies while introducing new user-facing privacy features and technologies aimed at reducing cross-site tracking.
Having faced much scrutiny from regulators, industry bodies, and various advertising technology companies, it appears that the “Privacy Sandbox” initiatives will fail to make it out of the playground into the real world. Instead of being the standard, they will now become optional – and most importantly, the responsibility of the user.
We asked our leading data and technology experts across the globe for their opinions on this change in tactic and what it could mean for our industry.