Gradual implementation will begin on January 4, 2024
Google has finalized its plans for third-party cookie tracking in the Chrome browser. If previously only vague terms were spoken of – the 1st quarter of 2024, now the exact date for the start of «decisive steps» as part of the Privacy Sandbox initiative, which aims to remove third-party cookies from Chrome.
So, on January 4, 2024, the company will roll out tracking protection to 1% (one percent) of Chrome users worldwide, marking the start of a phased rollout of Privacy Sandbox.
The mass deprecation of third-party cookies will occur in the second half of next year. Chrome said:
We're starting with a small percentage of Chrome users so developers can test their readiness for the web without third-party cookies.
Google announced the Privacy Sandbox initiative in August 2019. The company initially planned to begin implementing this tool in 2022. However, Google had to delay its plans several times for various reasons. Among other things, the company said it needs more time to work with all industry stakeholders, including publishers and advertising companies.