Google will end third-party cookies for these Chrome users in 2024

Google has announced that it will move 1% of Chrome users to the Privacy Sandbox and disable third-party cookies in the first quarter of 2024.

The change will support developers to run real-world tests to evaluate the readiness and effectiveness of their products without third-party cookies, said Anthony Chavez, director of Privacy Sandbox.

The Privacy Sandbox is an ecosystem-wide initiative to ensure an open and thriving web by improving user privacy and giving businesses the tools they need to succeed online.

Google has partnered with the web ecosystem to develop new, privacy-protecting technologies that don’t rely on cross-site tracking tags or hidden technologies like fingerprinting.

“Furthermore, in Q4 2023, we will enable developers to simulate the removal of third-party cookies from Chrome for a specified percentage of users. This will enable developer-driven testing that can benefit from higher third-party cookie-free traffic,” Chavez said.

Last year, Google expanded testing to allow developers to evaluate these new technologies when incorporating them into their solutions.

Starting with the Chrome release in July and over the next few weeks, the company will make the Privacy Sandbox relevance and measurement APIs available to all Chrome users.

“This allows developers to use these APIs to test scaled, real-time traffic data as they prepare to operate without third-party cookies,” the company noted.

“To prepare for online use without third-party cookies, it’s important to prepare the ecosystem in advance, including evaluating solutions that include Privacy Sandbox APIs,” Google said.

The plan has been prepared in cooperation with the British Competition and Markets Authority (CMA).

“As a Protected Public (formerly FLEDGE) tester, OpenX appreciates Google’s continued commitment to working with the ecosystem to improve consumer privacy,” said Paul Ryan, OpenX’s Chief Technology Officer.

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