Google has announced changes to the timeline of its Privacy Sandbox initiative, which aims to enable companies and developers to build web technologies, whilst also protecting people’s online privacy. The Privacy Sandbox includes an updated timeline for Chrome’s plan to phase out support for third-party cookies, creating more private approaches to areas including ad measurement, delivering relevant ads and content, and fraud detection.

Once the public development process has been completed and Google have engaged with the Competition and Markets Authority (CMA), the planned phase out of support for third party cookies will take place in two stages:

  • Stage 1 will begin in late-2022 and is expected to last for nine months, during which time publishers and the advertising industry will be able to migrate their services.
  • Stage 2 will then begin in mid-2023, with Chrome phasing out support for third-party cookies over a three-month period, finishing in late 2023.

This delay is designed to allow sufficient time for public discussion on the right solutions, engagement with regulators, and for publishers and the advertising industry to migrate their services. Google plans to publish a more detailed schedule to help developers and publishers plan their testing and migration schedules soon.