One of the most pressing reasons for delays is time. Google, reportedly, needs more time to test the Privacy Sandbox settings. “The most consistent response we’ve received is the need for more time to test and evaluate the new Privacy Sandbox technology before disabling third-party cookies in Chrome,” Chavez said in a July 2022 blog post.
Chavez also said that the postponement is in line with Google’s commitment to the UK’s Competition and Markets Authority (CMA) to ensure that the Privacy Sandbox provides effective, privacy-preserving technology and that the industry has sufficient time to adopt these new solutions.
It is important to note, that while other updates have indicated the reversal of third-party tracking, the latest update, instead, indicates that tracking is still possible as an option as the company pushes for privacy. “We expect that overall performance using the Privacy Sandbox APIs will improve over time as industry adoption increases,” Chavez said. “At the same time, we recognize that this change requires significant multi-stakeholder work and will impact publishers, advertisers, and everyone involved in online marketing.”
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