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Third-party cookie deprecation in Chrome has been delayed so many times it’s become a punchline. But progress in the Android Privacy Sandbox is proceeding apace.

From the Federal Trade Commission’s plan to regulate privacy in the absence of a federal privacy law to Apple’s intimations about cracking down on fingerprinting, these are seven stories that sent ripples through the ad tech ecosystem in 2022 – and will keep on rippling in 2023.

There’s rapid progress being made on the Android version of Privacy Sandbox. Google said it plans to roll out the initial Privacy Sandbox beta to Android 13 mobile devices starting early next year. Google first announced the Android Privacy Sandbox less than a year ago, in February. Android 13 was released in September.

Are public ad tech companies totally screwed? “Um, do you want the short answer?” said Rocco Strauss, a partner at independent equity research firm Arete Research. “Because the short answer is … yes,” he said.

There was no mention of fingerprinting (or any allusions to a forthcoming crackdown on the practice) during the kickoff keynote at Apple’s Worldwide Developers Conference on Monday, as many expected – but that doesn’t mean enforcement isn’t coming at some point soon … ish.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…