Google has killed Privateness Sandbox

Google’s Privacy Sandbox is formally lifeless. In an replace on the mission’s web site, Google Vice President Anthony Chavez has announced that the corporate was sunsetting the remaining applied sciences developed for Sandbox because 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 likely be persevering with our work to enhance privateness throughout Chrome, Android and the online, however shifting away from the Privateness Sandbox branding,” the spokesperson stated. “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 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 can be presupposed to allow customized adverts with out divulging figuring out knowledge. Through the years, Google’s plans to deprecate third-party cookies acquired pushed again time and again because of a collection of delays and regulatory hurdles. Particularly, each the UK’s Competitors and Markets Authority (CMA) and the US Division of Justice appeared into the Privateness Sandbox out of issues that it may 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 “keep [its] present strategy to providing customers third-party cookie selection in Chrome.” On the time, the corporate stated 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.”