Earlier this year, Google Chrome announced that they would be phasing out 3rd-party cookies, a change that is expected to take place in 2022.
Instead, the company will be using a less invasive solution called Privacy Sandbox, designed to protect user privacy while continuing to allow advertisers to accurately track and measure their digital campaigns.
Off the bat, the “Sandbox” will combat two main issues: conversion measurement and interest-based advertising.
There are lots of different ideas floating around that Google is considering when it comes to data sharing, all of which will continue to improve from now until 2022. You can read more about the API proposals here.
Most impacted by Google’s latest change will be current advertisers who rely on particular tracking methods such as browser fingerprinting, however, the company reports they have “already received “positive feedback” on the mechanisms that underlie the privacy sandbox from people involved with the World Wide Web Consortium.”