Google has killed Privateness Sandbox

Google’s Privacy Sandbox is formally lifeless. In an replace on the undertaking’s web site, Google Vice President Anthony Chavez has announced that the corporate was sunsetting the remaining applied sciences developed for Sandbox resulting from their “low ranges of adoption.” A spokesperson has confirmed to AdWeek that Google is not simply killing these applied sciences, it is retiring the entire initiative altogether. “We can be persevering with our work to enhance privateness throughout Chrome, Android and the online, however shifting away from the Privateness Sandbox branding,” the spokesperson mentioned. “We’re grateful to everybody who contributed to this initiative, and can proceed to collaborate with the trade to develop and advance platform applied sciences that assist assist a wholesome and thriving net.”

The corporate launched Privateness Sandbox in 2019 as a future replacement to third-party cookies. It is a set of open requirements which might be purported to allow personalised adverts with out divulging figuring out information. Over time, Google’s plans to deprecate third-party cookies received pushed again repeatedly resulting from a sequence of delays and regulatory hurdles. Particularly, each the UK’s Competitors and Markets Authority (CMA) and the US Division of Justice regarded into the Privateness Sandbox out of issues that it might hurt smaller advertisers.

In 2024, Google in the end determined not to kill third-party cookies in Chrome and as an alternative selected to roll out “a brand new expertise in Chrome that lets folks make an knowledgeable selection that applies throughout their net looking.” Simply this April, Google introduced that it wasn’t going to make any to changes to how third-party cookies work on the Chrome browser in any respect, and that it was going to “preserve [its] present strategy to providing customers third-party cookie selection in Chrome.” On the time, the corporate mentioned that it was going to maintain the Privateness Sandbox initiative alive, however issues have clearly modified since then. Chavez wrote within the newest replace that Google will “proceed to make the most of learnings from the retired Privateness Sandbox applied sciences.”