Google is keeping to its end-of-2023 deadline for disabling the use of third-party cookies in its Chrome browser, the company’s senior director of product management, ads privacy and user trust David Temkin said in the latest episode of the Digiday Podcast.

Of course, that timeline could still change, as it has before. But part of Google’s decision to extend its previous deadline was to give the company time for testing and tweaking, said Temkin. “We’ve got a pretty good line of sight to the endpoint. We’ve got a good plan to get there, and we’re making rapid progress,” he said.

Much of that plan centers on Google’s Privacy Sandbox, which spans the company’s collection of cookie-replacing technologies. That includes contextual targeting proposal Topics and retargeting tool FLEDGE. And technically, Google has two Privacy Sandboxes: the web-oriented Privacy Sandbox for Chrome and the recently introduced mobile-minded Privacy Sandbox for Android.

Considering the development of the connected TV advertising ecosystem and CTV’s reliance on the cookie-like IP address, CTV would seem ripe to eventually receive its own Privacy Sandbox — a possibility that the Google executive entertained.

“At some point in time, could solutions be delivered on CTV that would deliver the same kind of relevant advertising that you can see on these other identifier-free platforms? Yes,” said Temkin.