This is the third time that big tech has postponed the closure of the resource, initially scheduled for 2022, then 2023 and now 2024
Google announced this Wednesday (27) that the end of support for third-party cookies is for the second half of 2024. This is the third time that big tech has postponed the closure of the resource, initially scheduled for 2022, then 2023 and now 2024.
The decision, according to Anthony Chavez, vice president of Privacy Sandbox, an area that concentrates the initiatives that will replace cookies in big tech, was made based on feedback that the company received from various market segments, such as developers, publishers and marketing.
“The most consistent feedback we’ve received is that we need more time to evaluate and test new Privacy Sandbox technologies before phasing out third-party cookies in Chrome. This feedback is in line with our commitment to the CMA [órgão regulatório e concorrencial do Reino Unido] to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and that the industry has sufficient time to adopt these new solutions.”
The postponement certainly brings relief to brands and agents in the communication industry. Many companies have not yet managed to structure strategies to capture and handle first party data, nor do they know what to expect from the new solutions that will be proposed by search engines.
Google’s latest release, for example, was ‘Topics’, a system from which the browser generates various categories based on what the user is consuming and looking for, such as “Fitness” or “Travel”. The most relevant ones from each of the last three weeks will be shared with the site and its advertisers. It succeeded the Federated Learning of Cohorts (FLoC).
