Google weans Singapore businesses off third-party cookies with IMDA partnership

Google will be partnering the Infocomm Media Development Authority (IMDA) to support local businesses in preparing for a privacy-first future by allowing them to test advertising tools without third-party cookies that track the online activities of users, ahead of its 2024 goal to completely phase out these cookies.

Starting in August 2023, Singapore-registered businesses can test Google’s Privacy Sandbox solutions for maintaining the effectiveness of interest-based ads in the absence of third-party cookies and cross-app identifiers.

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IMDA is the first APAC regulator to partner Google in support of testing technology from its Privacy Sandbox initiative which will allow Singapore businesses to test the solutions within IMDA’s Privacy-Enhancing Technologies (PET) Sandbox.

Through the IMDA-Google: PET x Privacy Sandbox, which has been designed for adtech, publishers, developers to name a few, businesses can use or share data without disclosing sensitive information, such as their customer’s data according to a statement by Google.

“We’re partnering with the Singapore government to help the industry get ready for a web without third-party cookies,” said Anthony Chavez, vice president, Privacy Sandbox.

Chavez also noted that the partnership is focused on obtaining input from the industry to understand its challenges and fine-tune Privacy Sandbox in tandem to enhance the privacy of users from Singapore and beyond to fulfil Privacy Sandbox’s vision for a more private internet.

“Personal Data Protection Commission (PDPC) aims to strengthen Singapore’s position as a regional trusted data hub while enabling the responsible use of data for both innovation and business growth,” said Denise Wong, PDPC’s deputy commissioner.

“We are happy to partner Google in the PET sandbox and are pleased to have more than 70 companies from various sectors participating in our first workshop,” she elaborated.

As the IMDA works on safeguarding Singapore's cyberspace, it also recently issued a new code of practice with a tighter control on advertisements on the social media accounts of children to minimise their exposure to harmful content.

With effect from 18 July 2023, the Online Safety Code will ensure that social media accounts belonging to children must not receive advertisements, promoted content and content recommendations that may be detrimental to a child’s physical or mental well-being, according to a statement by IMDA.

Google initially announced its intent to remove support for third-party cookies in 2020 according to a statement by the brand, citing an erosion of trust where Google emphasises that developing strong relationships with its customers have been their priority.

However, in June 2021, Google delayed the deprecation of third-party cookies.

Vinay Goel, Chrome’s privacy engineering director, said in a blog post that while there is considerable progress with the Privacy Sandbox initiative and its plan to phase out support for third-party cookies, “it has become clear that more time is needed across the ecosystem to get this right”.

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