![]() The linchpin is Privacy Sandbox, which aims to create web standards that power advertising without the use of so-called “tracking” cookies. ![]() Google’s efforts to move away from cookies date back to 2019, when the company announced a long-term roadmap to adopt ostensibly more private ways of tracking web users. “The most consistent feedback we’ve received is the need for more time to evaluate and test the new … technologies before deprecating third-party cookies in Chrome.” “We’ve worked closely to refine our design proposals based on input from developers, publishers, marketers, and regulators via forums,” Chavez wrote. ![]() Before then, in January 2020, the company pledged to make the switch by 2022. Last June, Google said it would depreciate cookies in the second half of 2023. In a blog post, Anthony Chavez, Google’s VP of Privacy Sandbox, said that the company is now targeting the “second half of 2024” as the timeframe for adopting an alternative technology. Google is again delaying plans to phase out Chrome’s use of third-party cookies - the files websites use to remember preferences and track online activity.
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