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Google delays privacy sandbox rollout for third time

Google delays privacy sandbox rollout for third time


In the face of pressure from antitrust regulators, Google announced today that it is delaying the rollout of its third-party cookie replacement for the third time. The online giant originally planned to fully roll out its controversial privacy sandbox feature by the end of 2021.

“We recognize that there are ongoing challenges associated with reconciling disparate feedback from industry, regulators, and developers, and we will continue to work closely with the entire ecosystem,” Google said in a statement. It is explained here. “It is also important that the UK Competition and Markets Authority (CMA) has sufficient time to consider all evidence, including the results of industry tests, which the CMA is asking market participants to submit by the end of June. Given both of these important considerations, the retirement of third-party cookies will not be complete until the second half of the fourth quarter. [as previously expected]”

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Google began its work on the Privacy Sandbox in 2019 and began a slow and deliberate rollout of the technology to its Chrome web browser in September 2023. And without getting into its troubled history, suffice it to say about Google's attempts to balance advertisers' needs. Relationships with users have never worked out well with anyone outside of the advertising industry.

It certainly caused some backlash against the CMA regulator. The CMA raised no fewer than 39 “concerns” about the Privacy Sandbox in January and ordered them to be addressed before approving Google's plans.

A statement from the UK CMA said: “We welcome Google's announcement clarifying when third-party cookies will be phased out.” “This allows us time to evaluate the results of industry testing and resolve any remaining issues. Under this commitment, Google will resolve any remaining competitive concerns before proceeding with the retirement of third-party cookies.” We have agreed to work closely with the Information Commissioner's Office (ICO). [which raised its own Privacy Sandbox concerns earlier this month]This process is expected to be completed by the end of 2024. ”

But that's not enough time to roll out Privacy Sandbox by the end of the year, so the online giant is now planning to move forward with the rollout in early 2025.




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