Google cannot proceed with third-party cookie deprecation until it resolves concerns raised by the UK’s Competition and Markets Authority (CMA). Brands might gain extra time to explore alternatives to third-party cookies if Google is forced to delay their deprecation to address the CMA’s concerns. What is Google’s Privacy Sandbox? Google is introducing the Privacy Sandbox program as an alternative to third-party cookies to enable advertisers to deliver targeted ads in Chrome while minimizing improper cross-site and cross-app tracking. As per Google’s Privacy Sandbox documentation:“The Privacy Sandbox initiative aims to create technologies that both protect people’s privacy online and give companies and developers tools to build thriving digital businesses.”CMA report.