Prior to this year, Google delayed the devised plan of Chrome to remove third-party cookies because more time is needed by the company to fix the common issues faced. The initiative of Google i.e., Privacy Sandbox, which has always guaranteed to build technologies in order to protect user privacy while still allowing for effective ad targeting, is one part of Google’s vision for a post-cookie world. Moreover, Google has announced that it is planning to postpone the initiative of the replacement of third-party cookies. Today, the Privacy Sandbox Timeline will monitor its progress of the previous month, but Chrome will not initiate to test FLoC (Federated Learning of Cohorts) or any other content or technology that is relevant until April of next year. In July, the Google Privacy Sandbox timeline was announced. Starting from September, Google is postponing the start of testing of technologies for displaying relevant content and Ads. It will applicable when all the existing and advanced technologies present for the use case are also ready for developers to test and may be modified depending on the results.
The group-based FLoC and FLEDGE APIs are part of that, and they enable retargeting without allowing third parties to monitor user surfing between sites. Testing was supposed to begin in last four months of 2021, but there will be adding three months of debate. Google has not said whether or not these changes would affect stages 1 and 2. Meanwhile, instead of the second half of 2022, scaled (wider) availability of User-Agent Reduction will commence in second quarter of the coming year. With this privacy feature enabled, your browser’s “passive fingerprinting surfaces” are reduced to brand/major version, mobile/desktop difference, and platform. Chrome 113 will be the last version to be released and will also be working stably in second quarter of 2023. Google has explained this in a statement: The deadlines for some projects notably FLoC and Fledge, have been somewhat adjusted in this month’s calendar update. During the initial origin trial for FLoC, we got a lot of input from the web community, and our teams are working on modifications to the proposal that would best protect people’s privacy without pushing them to choose worse options like fingerprinting.
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