Google announces an updated timeline on the privacy sandbox

Google's web browser Chrome has delayed its block tracking cookies until next two years, 2023, the company announced in their blogpost on Thursday.

The tech giant company had announced to implement the optimal solutions from its Privacy Sandbox by January 2022, but now has decided to work on more elements to protect the privacy concerns and avoid jeopardizing the business models.

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As explained by Google in their blogpost,

"We plan to continue to work with the web community to create more private approaches to key areas, including ad measurement, delivering relevant ads and content, and fraud detection. Today, Chrome and others have offered more than 30 proposals, and four of those proposals are available in origin trials. For Chrome, specifically, our goal is to have the key technologies deployed by late 2022 for the developer community to start adopting them. Subject to our engagement with the United Kingdom’s Competition and Markets Authority (CMA) and in line with the commitments we have offered, Chrome could then phase out third-party cookies over a three month period, starting in mid-2023 and ending in late 2023."

This move by the company has drawn antitrust in all the regulators. 

With an Apple's ATT update, the company has taken a more blunt approach to its privacy tools and is opt by maximum of the IOS users. 

Google is also working to generate significant revenue from online ads and thus has delayed the the development to find its best approach which will also help in facilitating digital ad targeting, while also aligning with rising expectations around data privacy. 

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This will help the marketers as well as the company to understand and optimize its targeting audience, and as the company noted it will provide a more detailed schedule of its plans on privacysandbox.com, which it will also update regularly "to provide greater clarity and ensure that developers and publishers can plan their testing and migration schedules".