One of the pressing reasons for the delay is time. Google, reportedly, needs more time to test out the Privacy Sandbox settings. “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” Chavez said in a July 2022 blog post.

Chavez had also said postponing aligns with Google’s commitment to the UK’s Competition and Markets Authority (CMA) to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions.

It is important to note, that while other updates outlined postponing of hammering down third-party trackers, the latest update, instead, hints that tracking may still exist as an option as the company pushes for privacy. “We expect that overall performance using Privacy Sandbox APIs will improve over time as industry adoption increases,” Chavez said. “At the same time, we recognize this transition requires significant work by many participants and will have an impact on publishers, advertisers, and everyone involved in online advertising.”