While the industry is working towards addressing the risks posed by cookies, progress has been slower than anticipated. Google’s Privacy Sandbox project aims to phase out third-party cookies and limit covert tracking, but implementation has been delayed. Initially scheduled to be phased out by the end of 2022, the deadline has been extended multiple times, with the current projection suggesting their removal by the end of 2024 or early 2025. The complexity of building new technologies, collaboration with publishers and developers, and industry-wide coordination has contributed to the extended timeline.
