Cheat Sheet: Google unveils timeline for a more ‘responsible’ cookie death clock

Digiday 24 Jul 2021 07:40
google reaper
July 24, 2021 by Kate Kaye

Google unveiled new details about when and how its Chrome browser division will roll out cookieless ad targeting and measurement methods in a color-coded timeline posted late on a summer Friday. The additional information is intended to help fulfill Google’s promises to the U.K.’s antitrust authority which has been investigating the company’s process for killing off third-party cookies and launching replacement tech.

The key details and dates

  • Consider this more information elaborating on Google’s announcement in June to extend its deadline for deprecation of cookies in its popular Chrome browser.
  • Q4 2021: Testing for FLoC, FLEDGE and various ad measurement and attribution techniques will start in the fourth quarter of this year.
  • Q3 2022: “Key technologies” in development as part of Google’s Privacy Sandbox initiative, including FLoC and FLEDGE will be ready by the third quarter of 2022 for adoption by the developer community, meaning they will be launched in Chrome and ready for use “at scale” across the web.

So, yes, first comes testing in Q4 2022, when APIs will be made available. Next, the company plans two transitional stages for rolling out each ad method:

“This is important to avoid jeopardizing the business models of many web publishers which support freely available content,” wrote Vinay Goel, privacy engineering director for Chrome in a blog post. “And by providing privacy-preserving technology, we as an industry can help ensure that cookies are not replaced with alternative forms of individual tracking, and discourage the rise of covert approaches like fingerprinting,” he added.

The company also said the list of technologies featured in the timeline could evolve as developer community feedback comes in.

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GoogleVinay GoelUKCompetition and Markets AuthorityChrome
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