Publishers Have One Year To Test And Raise Red Flags On Google’s Privacy Sandbox

After delaying cookie deprecation twice, Google reaffirmed it’s 2024 commitment at an AdMonsters event last week in NYC…

From the AdExchanger story -

Publishers could be forgiven for dragging their heels on testing the cookie alternatives in the Chrome Privacy Sandbox. There’s been a delay or two on the phaseout of third-party cookies, after all.

But Google swears it’s serious about its 2024 deadline.

“One hundred percent, we are deprecating the third-party cookie in the second half of 2024 – full stop,” said Joey Trotz, director of Google’s Chrome Privacy Sandbox initiative, speaking at an AdMonsters event in New York City last week.

Google does appear serious. It recently announced that the Privacy Sandbox APIs – including the recently rebranded FLEDGE, now called the Protected Audience API – will be generally available starting in July.

That means publishers have roughly one year to get acclimated.