Long story short, in August 2019, Google launched its Privacy Sandbox initiative to develop
open standards to enhance privacy online. On 7 January 2021, the UK’s Competition and Markets Authority commenced an investigation into Google’s Privacy Sandbox proposals under section 25 of the Act. As a result, Google pushed the expected start from the end of 2024 to early 2025.
The attached timeline reflects when the new privacy-preserving APIs are expected so that Chrome can phase out third-party cookies.
How to prepare for the post-cookie era?
- Focus on collecting the data based on the 1st class cookies instead of the 3d party ones.
- Integrate Google Consent Mode v.2 with the help of Google Tag Manager.
- Contextual targeting to match ads to the content of the webpage rather than individual users.
- First-party graph to link user data across different touchpoints.
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