The news: One year out from the end of third-party cookies on Chrome, Google is rolling out the first step of cookie replacement Privacy Sandbox.
The magnitude: First it was Europe’s General Data Protection Regulation, then Apple’s AppTrackingTransparency change on iOS. Now, it’s third-party cookies’ turn to be the next industry-defining privacy change.
The roadmap: With the one-year countdown now in effect, Google is giving some clarity about how changes will take hold. A timeline released in May revealed that Google plans to slowly turn the page, deprecating cookies for 1% of Chrome users in Q1 2024.
Our take: A third delay for the end of cookies is unlikely. Even if one does materialize, the change will still come eventually. Advertisers should take Google’s first steps next week as a sign to begin getting on board as soon as possible, or be left behind when the Privacy Sandbox takes full effect next year. Cookies may be effective for now, but it’s better to learn the new systems with a year of runway instead of a few months.
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