Google's Privacy Sandbox Initiative to Phase Out Third-Party Cookies by 2024: What It Means for Advertisers.
Google plans to phase out third-party cookies for 1% of Chrome users globally in Q1 2024 as part of its Privacy Sandbox initiative, which aims to limit covert tracking by eliminating the need for third-party cookies and cross-app identifiers while still serving relevant content and ads in a privacy-preserving manner. The company intends to completely turn off third-party cookies in Chrome in H2 2024, subject to stakeholder discussions, feedback, and testing. The project has been designed with regulatory oversight and input from the UK's Competition and Markets Authority to ensure that the proposals don't tilt the level playing field in Google's favor.