Google is getting closer to removing third-party cookies by making its Privacy Sandbox APIs generally available by default in Chrome, as a privacy-preserving alternative. The tech giant is expected to phase out third-party cookies by the end of 2024.
As Google expands the availability of Privacy Sandbox APIs to all users over the coming months, it confirms that 3% of Chrome users will remain unaffected during the process.
In addition to the general availability of Privacy Sandbox, Google has also added some new ad privacy controls in relation to letting developers manage Privacy Sandbox features. It is likely that a regular Chrome user’s browsing experience will not be affected as a result of these updates, since they are only intended for developers.
Google plans to disable third-party cookie support for 1 percent of Chrome users in Q1 of 2024 and launch an opt-in testing mode in Q4 of the present year, which will continue until third-party cookie support is fully eliminated.