On 26 April 2024, the UK’s Competition and Markets Authority (CMA) published its latest update report on the implementation of Google’s Privacy Sandbox commitments accepted by the CMA in February 2022.
The report sets out the progress made to date, including the CMA’s latest views on the potential impact of Google’s proposed Privacy Sandbox changes.
According to Google’s announcement, “there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June.
Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.
Google did not outline a more specific timetable, but it noted that “assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year”.
See the CMA Q1 2024 update report on the implementation of the Privacy Sandbox commitment here.
