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