Privacy Sandbox is an initiative introduced by Google in August 2019 to set new, privacy-focused standards to replace third-party cookies. The project is centered around developing measures to support advertising functionalities without relying on tracking users across websites.
Google’s Privacy Sandbox has been an iterative process, with different APIs developed and deployed for testing. This process reached a breakthrough when the Privacy Sandbox initiative announced the release of six new APIs for Chrome in July 2023, which include:
- Topics
- Protected Audience
- Attribution Reporting
- Private Aggregation
- Shared Storage
- Fenced Frames
As of September 2023, Google announced the general availability of several Privacy Sandbox APIs for over half of Chrome users. However, the initiative has faced criticism for potentially being anti-competitive. Critics argue that limiting traditional tracking methods and pushing advertisers toward Google’s ecosystem may create a dependency on Google for digital advertising solutions.
According to Google, Privacy Sandbox aims to create a safer online environment while still supporting the economic needs of publishers and advertisers.
Privacy Sandbox is only one of the alternatives that advertisers can consider. As this initiative evolves, its impact on the digital landscape will continue to be closely monitored by industry stakeholders and regulators.
Learn more:
