Google releases updated Privacy Sandbox timeline. Some industry observers remain skeptical.

Google has laid out the latest timeline for its plan to kill off third-party cookies in Chrome.Industry bodies are concerned Google's proposals to replace cookies will hurt publishers.

Google and the rest of the ad industry have been developing new but untested technologies that are meant to preserve these capabilities in Chrome without using third-party cookies. The developments are intended to enhance consumer privacy. Google has missed previous deadlines to stop supporting third-party cookies in Chrome. It first said it would do so"within two years" in 2020 but has since delayed that plan twice, as. But Google has emphasized its commitment to follow through with its plan by next year.

The letter raises concerns that one Privacy Sandbox proposal, called"Protected Audience API," reduces the amount of control publishers have over how their ad inventory is monetized — and that it could harm competition in the digital ad sector because it favors Google's own adtech.

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