One of many urgent causes for the delay is time. Google, reportedly, wants extra time to check out the Privateness Sandbox settings. “Probably the most constant suggestions we’ve acquired is the necessity for extra time to guage and take a look at the brand new Privateness Sandbox applied sciences earlier than deprecating third-party cookies in Chrome,” Chavez mentioned in a July 2022 weblog submit.
Chavez had additionally mentioned suspending aligns with Google’s dedication to the UK’s Competitors and Markets Authority (CMA) to make sure that the Privateness Sandbox gives efficient, privacy-preserving applied sciences and the business has adequate time to undertake these new options.
It is very important observe, that whereas different updates outlined suspending of hammering down third-party trackers, the most recent replace, as a substitute, hints that monitoring should still exist as an choice as the corporate pushes for privateness. “We anticipate that general efficiency utilizing Privateness Sandbox APIs will enhance over time as business adoption will increase,” Chavez mentioned. “On the similar time, we acknowledge this transition requires vital work by many contributors and can have an effect on publishers, advertisers, and everybody concerned in internet advertising.”
