Google Third-party Cookies FLoC

Google clarifies timeline for adoption of Privacy Sandbox’s Floc and Fledge


By John McCarthy, Opinion Editor

July 26, 2021 | 3 min read

Google’s Privacy Sandbox threatens to upturn how people are monitored and advertised to on the internet as it phases out the third-party tracking cookie in browser Chrome in favor of supposedly more privacy-conscious solutions.


Google has clarified the timeline for Privacy Sandbox after a delay

This timeline has been contentious and has suffered from several delays. Now Google has clarified what it thinks the release map will be going forward.

The coming Sandbox includes products like Floc (Federated Learning of Cohorts) and Fledge (First Locally-Executed Decision over Groups Experiment), which will be “ready for adoption” in Q3 2022, with full implementation touted one year later. It’s a long shot from the two-year deadline originally given by the internet giant in 2019.

The sandbox has its critics, with other browsers and adtech providers looking to pivot their models and cast the market leader making industry-shaking changes in a bad light. Competition authorities, understandably, are also monitoring the situation to ensure that Google isn’t further entrenching its market superiority.

Google’s blog clarified: “The Privacy Sandbox proposals are in various stages of development. This timeline reflects when we expect new technologies will be ready to support key use cases, so that Chrome can responsibly phase out third-party cookies. Information may change and will be updated monthly.”

It said it may adopt more technologies in Chrome going forward. “The APIs shown on the timeline are based on current expectations and might change.”

Technologies to prevent covert tracking are on a separate timeline, it said.

You can take a closer look at the timeline on the Google blog here.

Google Third-party Cookies FLoC

More from Google

View all


Industry insights

View all
Add your own content +