TL;DR Google has confirmed that it has killed off its Privacy Sandbox initiative.
This project was meant to offer a more private approach to advertising.
The news also comes over a year after Google said it wouldn’t drop third-party cookies.
Google relies heavily on online advertising, and the company has previously been criticized for the amount of data it sucked up from users in the name of targeted advertising. However, the search giant introduced the Privacy Sandbox back in 2019 in a bid to deliver a more private approach to advertising on the web. Unfortunately, Google has now announced the end of Privacy Sandbox.
Google told AdWeek that the entire Privacy Sandbox initiative was being dropped. This confirmation comes after the company published a blog post revealing that 10 related technologies were being retired due to low adoption. The post noted that Chrome and Android would be affected by this decision. Google’s post also added that a few Privacy Sandbox technologies that have seen broad adoption would be retained.
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We will be continuing our work to improve privacy across Chrome, Android and the web, but moving away from the Privacy Sandbox branding,” a spokesperson was quoted as saying. “We’re grateful to everyone who contributed to this initiative, and will continue to collaborate with the industry to develop and advance platform technologies that help support a healthy and thriving web.”
Google launched Privacy Sandbox in 2019, with the expected aim of replacing third-party cookies. However, the decision to kill the project comes over a year after the search giant announced that it wouldn’t drop third-party cookies after all.
What do you think of the decision to kill Privacy Sandbox? 8 votes This is the wrong move 75 % This is the right move 13 % I don't care, as long as there's a replacement 13 %
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