After multiple delays, Google is considering halting the deprecation of third-party cookies. Learn more about what this means for your business
Param Gopalasamy
Consent & Preferences Content Lead - CIPP/E, CIPP/US, CIPM
July 25, 2024
Google's Privacy Sandbox initiative has seen significant developments, impacting the timeline for deprecating third-party cookies in Chrome. Initially slated for deprecation in 2022, then pushed to 2023 (and then 2024), recent announcements from Google suggest that third-party cookies will remain active indefinitely.
Anthony Chavez, VP, Privacy Sandbox
Google's recent updates highlight a shift in their approach to privacy-safe solutions and third-party cookies.
While initially committed to a definitive timeline, it now looks like third-party cookies won’t be fully deprecated – but customers will have a choice to accept or reject them globally through their browser preferences.
The Privacy Sandbox aims to enhance web privacy standards while maintaining the viability of online advertising. By developing a suite of privacy-preserving APIs, Google seeks to reduce cross-site tracking without compromising the effectiveness of digital advertising.
Advertisers and publishers must navigate a transitional period where third-party cookies continue to exist alongside emerging Privacy Sandbox technologies. This means organizations need to have data workflows in place for customers that currently use third-party cookies and those that will opt out of their use.
In the long term, the industry must prepare for an eventual shift away from third-party cookies as the option for customers to move away from tracking technologies becomes more commonplace. Key strategies include:
Google's evolving approach to managing third-party cookies underscores the complexity of balancing privacy and advertising efficacy. While the immediate future remains uncertain, the continued development of Privacy Sandbox APIs and industry collaboration will be crucial in shaping a privacy-centric digital advertising ecosystem.
Advertisers and publishers must stay informed and adaptable to navigate these changes effectively. OneTrust stands ready to support businesses in this transition, providing the tools and expertise needed to thrive in a privacy-first world.
OneTrust is uniquely positioned to assist organizations in navigating the complexities of Google's Privacy Sandbox and navigating through third-party cookie uncertainty and fragmentation. By leveraging OneTrust privacy and marketing compliance solutions, businesses can ensure they remain compliant and effective in their advertising strategies.
The OneTrust Consent and Preference Management solution offers robust tools that help organizations manage user consent and preferences effectively. This solution enables businesses to:
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