A Major Step Towards Reducing Third-Party Cookies
As part of its ongoing efforts to improve user privacy in the online advertising industry, Google is continuing the rollout of its Privacy Sandbox APIs. These APIs are designed to replace third-party cookies and provide a more secure and transparent way for advertisers to target users.
Rollout Schedule
The new APIs will be rolled out gradually, with Google aiming for 99% availability by mid-August. This means that users can expect to see improvements in ad relevance and measurement over the coming weeks and months.
API Features
The Privacy Sandbox APIs include several key features, including:
- Topics: A feature that allows advertisers to target users based on their interests and behaviors.
- Protected Audience: A feature that provides a more secure way for advertisers to measure the effectiveness of their ads.
- Attribution Reporting: A feature that helps advertisers understand how their ads are driving conversions.
- Private Aggregation: A feature that enables advertisers to aggregate data from multiple sources while maintaining user anonymity.
- Shared Storage: A feature that allows multiple parties to share data in a secure and controlled manner.
- Fenced Frames: A feature that provides an additional layer of security for sensitive information.
Parallel Rollout with Third-Party Cookies
For the time being, Privacy Sandbox will run in parallel with third-party cookies in the browser. However, Google plans to deprecate third-party cookies for 1% of Chrome users by early 2024, and for all users by the second half of 2024.
Preparation for Third-Party Cookie Deprecation
The adtech industry has already been able to test its readiness for the eventual third-party cookie deprecation through the Relevance and Measurement origin trial. With the new APIs moving into general availability, Google will end this trial on September 20, 2023.
User Interface Updates
Chrome users can now expect to see updates to their browser’s user interface, which will allow them to manage Privacy Sandbox data, including ad topics, site-suggested ads, and ad measurement data. This rollout will run in parallel with the API releases.
Mandatory Enrollment and Attestation for Adtech Companies
Google will soon make enrollment and attestation a mandatory process for adtech companies that want to access these APIs on Chrome and Android. While this will require additional steps from advertisers, it will also provide an added layer of security and transparency.
Progress Towards Third-Party Cookie Phaseout
The rollout of the new APIs marks another key milestone in Google’s ongoing Privacy Sandbox timeline. As we move forward, users can expect to see significant improvements in ad relevance and measurement, as well as increased security and transparency.
Next Steps
Google has outlined its plans for the next phase of the Privacy Sandbox rollout:
- Opt-in Testing with Labels: In Q4 2023, Google will begin opt-in testing with labels for advertisers who want to access these APIs.
- 1% Third-Party Cookie Deprecation: In Q1 2024, Google will deprecate third-party cookies for 1% of Chrome users.
- Full Third-Party Cookie Phaseout: By Q3 2024, Google plans to phase out third-party cookies entirely.
Conclusion
The rollout of the Privacy Sandbox APIs represents a major step towards reducing third-party cookies and improving user privacy in the online advertising industry. With its focus on security, transparency, and relevance, this new framework has the potential to revolutionize the way advertisers target users.
As Google continues to progress through its timeline, we can expect to see significant improvements in ad relevance and measurement, as well as increased security and transparency for both users and advertisers.
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