Shulou(Shulou.com)11/24 Report--

CTOnews.com, July 20 (Xinhua)-- Google is gradually implementing its long-established plan to remove third-party Cookie from Chrome browsers and replace it with a more private API. With the public release of Chrome 115 on July 18, Google said it would gradually start using the Privacy Sandbox (Privacy sandboxie) toolkit, an alternative to third-party tracking Cookie, for Chrome developers. Google is still several stages away from completing the launch of its Privacy Sandbox, but the release of these API is an important milestone in achieving the goal of completely phasing out third-party Cookie.

Google still plans to enable the selective join test mode, which will allow advertisers to test Privacy Sandbox tools without Cookie by the end of 2023, and plans to shut down third-party Cookie for 1 per cent of Chrome users in the first quarter of 2024, with the goal of shutting down third-party Cookie completely by the third quarter of 2024.

These API include subject API, which classifies users' interests according to their network usage, rather than sharing information directly with advertisers, attribution report API, which measures when ad clicks or browsing brings transformation, and a protected audience API (formerly known as FLEDGE), which allows relevant ads to be displayed to users based on their previous interactions with advertisers.

These API will initially be available only for a limited number of Chrome developer browser instances, and the proportion will gradually increase so that Google can monitor any potential problems. Similarly, only some Chrome developers will have all available API-- in this launch and some groups will only see some of the new API activated, making it easier to detect and isolate specific API problems.

Google said the process could start next week and plans to enable API for about 35 per cent of browsers within a week. By early August, the company aims to increase that to 60 per cent and enable API for 99 per cent of Chrome 115browsers while Chrome 116is expected to be widely available in mid-August.

CTOnews.com noted that Google initially expected to phase out third-party Cookie by the end of 2023, but various launch issues and regulatory investigations delayed the project. The UK Competition and Markets Authority (CMA), which had previously expressed concern that the new approach might unfairly benefit Google's own advertising business, issued guidelines for third-party testing of Google's Privacy Sandbox tools in June.

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