Google is launching its Privacy Sandbox for the web, available to everyone

Google has made the Privacy Sandbox application programming interfaces (APIs) generally available to advertisers and developers. This means the Chrome browser is now one step closer to its goal of phasing out third-party cookies by the end of 2024. This technology allows websites to serve advertising based on your browsing history unless manually disabled.

How did Google get here?

The company was founded in 2019 Privacy Sandbox initiative to improve data protection while providing the tools businesses need to succeed. Since then, Google has worked with a variety of stakeholders – content publishers, developers, advertising technology providers, consumers and more – to design and develop new solutions to make this goal a reality.

The general availability of Privacy Sandbox APIs means that advertisers and developers can now make broad use of these new technologies in their products and services as they become available to the majority of Chrome users.

New user controls

Chrome also introduced new privacy controls for ads that allow users to manage how privacy sandbox technologies are used.. These controls allow users to customize their experience by, among other things, adjusting the advertising topics they care about, relevance, and the measurement APIs they want to enable.

Companies that integrate Privacy Sandbox APIs into their solutions can now deploy and test them at scale to assess their readiness for the removal of third-party cookies in Chrome, scheduled for the second half of 2024. This includes experiments to evaluate the effectiveness of the Privacy Sandbox in line with its commitments and in consultation with the UK Competition and Markets Authority (CMA) and specific testing groups supported by Chrome.

From the fourth quarter of 2023 They will facilitate these industry tests through systems that allow them to simulate the elimination of third-party cookies on a percentage of their users.

Next, the company will disable third-party cookies for 1% of Chrome users in the first quarter of 2024. This is another step in creating the necessary environments to test the effectiveness of the Privacy Sandbox APIs.

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