Google Chrome’s Privacy Sandbox initiative gets pushed back to 2023

The key to a safer Internet is to involve everyone, from users to web developers to advertisers and everyone else. But the Internet is a big place, and there are many companies that benefit from tracking you online. This is why Google launched the Privacy Sandbox, an initiative meant to create and launch new technologies to keep your privacy online safe. It was first announced in March and was met with controversy, especially over Google’s decision to replace third-party cookies with its in-house FLoC solution. Although Google still plans to remove third-party cookies from Chrome, the company has announced that it is pushing back its timeline.

Google is advancing at a prudent pace because of how critical current tracking tools are to the financial wellbeing of many advertisers and web publishers that offer free content. They also say that they must ensure that cookies are not replaced by alternative types of individual tracking by providing privacy-preserving technology, and inhibit the emergence of covert tactics like fingerprinting. Even if Google’s intentions are in the right place (and that’s debatable), forcing such a big change on the online industry, especially on the original timeline they were planning to follow, puts many in a difficult position, which is why Google is pushing its deadline back to 2023.

Google hopes to roll out the technologies that their initiative will outline by late 2022, while they’re expecting to begin phasing out support for third-party cookies over a three-month period starting in mid-2023 and ending in late 2023. This will give web developers time to prepare, according to Google. Google is trying to force a change, and even if they’re successful (Google Chrome is the most used browser worldwide, after all), it still won’t happen overnight.

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