Google has killed Privateness Sandbox

Google’s Privacy Sandbox is formally lifeless. In an replace on the venture’s web site, Google Vice President Anthony Chavez has announced that the corporate was sunsetting the remaining applied sciences developed for Sandbox on account of 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 will probably be persevering with our work to enhance privateness throughout Chrome, Android and the net, 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 business to develop and advance platform applied sciences that assist help a wholesome and thriving internet.”

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

In 2024, Google finally 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 individuals make an knowledgeable selection that applies throughout their internet 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 “keep [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.”