Google officially retires Privacy Sandbox — what this means for cookies and ads

Google has announced it is sunsetting the Privacy Sandbox initiative, saying remaining Sandbox technologies had “low levels of adoption.” The company will continue work on privacy across Chrome, Android and the web, but will retire the Privacy Sandbox branding and associated tech.

Launched in 2019, Privacy Sandbox aimed to replace third-party cookies with privacy-preserving APIs to enable personalized advertising without sharing identifying user data. Over the years the initiative faced repeated delays, regulatory scrutiny from the UK Competition and Markets Authority and the US Department of Justice, and ultimately low uptake from the ecosystem.

• Why it’s ending: Google cited low adoption of Sandbox technologies and ongoing challenges including regulatory concerns.
• Where cookies stand: Google previously delayed and later paused changes to third-party cookie handling in Chrome — now it says it will maintain its current approach to cookie choice while pursuing other privacy work.
• What’s next: Google says it will carry forward learnings from Privacy Sandbox and continue collaborating on platform technologies to support a healthy web.

Key quotes from the update include Google’s confirmation that it is retiring the initiative but will “continue to utilize learnings from the retired Privacy Sandbox technologies.” The decision reflects a shift in strategy after multi-year attempts to build an industry-supported cookie replacement.

For more coverage, see the original report: Engadget: Google has killed Privacy Sandbox.

Discussion: How will advertisers, publishers, and privacy advocates react — and what alternatives should the web explore next?