We’re now one quarter in from Google removing tracking cookies from 1% of Chrome browsers, (around 300 million users) having cookies removed, and depreciation is set to continue steadily until autumn 2024.

In that time, Google’s Privacy Sandbox, the final phase in the deprecation of the third-party cookie, has come under fire from some quarters of the industry.

Google has kicked the can a couple of times (welcome relief, simply delaying the inevitable, or both). Assuming Q4 is the final deadline, how is Privacy Sandbox shaping up?

Despite the inevitable shift towards a more privacy-conscious advertising landscape, the ad tech sector’s eagerness to participate in the Privacy Sandbox has been varied. With that in mind, we asked a few industry luminaries their thoughts on what progress is being made with the countdown to cookieless well and truly on.