Starting in the last quarter of 2023, developers will also have the ability to simulate exercises in which cookies no longer exist, in order to test their solutions based on the use of the Privacy Sandbox. According to Wong, this plan was made in collaboration with the UK Competition and Markets Authority (CMA).
“A lot of people have been asking for more scalable availability, because today only a minority of users have a sandbox available,” said Wong, noting that after testing with 1%, the change will have no intermediate steps and will remove cookies for the 100% of users.
What is Privacy Sandbox?
This is the most important solution to limit the exchange of data from users who browse through Chrome. Its purpose is to integrate a set of new tools focused on improving user privacy, but without forgetting the efficiency to generate advertising revenue.
For Google, these mechanisms are relevant, since they will limit the exchange of data with third parties and will also work without identifiers between applications. Its objective is to generate more effective and respectful advertising proposals with people’s data on any device.
One of its most important solutions is Topics, with which consumers will see relevant ads based on their general interests, since with it the browser infers the topics that a person is attracted to from a site they visit and reduces the need to trace them further.
The company’s original plan was to gradually eliminate cookies from 2022, however, this measure was undergoing changes until deciding the deadline of 2024 and according to Wong, until now they have found comments and feedback from developers. , and other entities.
“I don’t think it’s an exaggeration to say how important this initiative is, at least in the history of the web. Therefore, we are taking a very deliberate approach based on feedback from the entire ecosystem, including developers, regulators, legislators, and advertisers. We heard from many of these partners that they needed more time to test and adapt,” Wong said.
The company has committed to the CMA to implement a series of measures to avoid practices of personal preference in the way that Privacy Sandbox is implemented, as some advertisers had criticized the measure, considering that it would only benefit Google.