Google’s Privateness Sandbox is formally lifeless. In an replace on the venture’s web site, Google Vice President Anthony Chavez has introduced that the corporate was sunsetting the remaining applied sciences developed for Sandbox as a consequence 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 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 help a wholesome and thriving internet.”
The corporate launched Privateness Sandbox in 2019 as a future substitute to third-party cookies. It is a set of open requirements which can be purported to allow customized advertisements with out divulging figuring out knowledge. Over time, Google’s plans to deprecate third-party cookies bought pushed again time and again as a consequence 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 considerations that it may hurt smaller advertisers.
In 2024, Google in the end determined to not kill third-party cookies in Chrome and as a substitute selected to roll out “a brand new expertise in Chrome that lets folks make an knowledgeable selection that applies throughout their internet shopping.” Simply this April, Google introduced that it wasn’t going to make any to modifications to how third-party cookies work on the Chrome browser in any respect, and that it was going to “preserve [its] present method 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.”