As those who closely follow the adtech industry are undoubtedly aware, Google’s Privacy Sandbox team recently published an update delaying the phase out of third party cookies on Chrome to Q1 of 2025. This decision is a result of industry-wide and regulator assessments of the current capabilities of Privacy Sandbox, especially those from the UK Competition and Markets Authority (CMA), with which Google publishes quarterly status reports.

Despite this delay, our plans are not changing, and we are eager to push forward with the voracious development of our new solutions that maintain addressability in a post third-party cookie world. This includes our latest test of Google’s proposed APIs and other alternative IDs, which will help inform the CMA’s Q2 report. We are also rigorously testing our new technology, still in development, to ensure it will cover the full range of our customers’ use cases. 

No matter the phase-out timeline, NextRoll is confident in the Privacy Sandbox and the advancement of privacy-forward advertising in benefitting all internet users. We look forward to continuing our partnership with Google and other adtech companies, and we encourage the industry to participate in the testing process to ensure we all contribute in creating an impactful digital future.

Andrew Pascoe is NextRoll's Vice President of Data Science Engineering.