The company announced that it is expanding its Privacy Sandbox testing program, an initiative to replace cookies with another technology. It includes several technologies to replace targeting:
- Topics – calculates topics of interest to the user and offers ads based on them;
- FLEDGE – tracks user behavior and divides them into groups;
- Attribution Reporting – measures conversion.
The Google team expects to begin phasing out third-party cookies in Chrome as developers implement these APIs.
So, in August 2022, Privacy Sandbox testing will be massively extended to users, and from 2023, the number of participants will gradually increase.
By the third quarter of 2023, active use of the API in Chrome is planned, and by the second half of 2024, Google will finally abandon cookies.