- RIP: PRIVACY SANDBOX, 2019-2025-GOOGLE confirms that it will not continue with the plans
- Third -party cookies continue, but the unknown mode offers improved protection
- Some technologies, such as the topics, will continue to be used
Google is reducing its privacy sandbox project, which originally aimed to gradually eliminate third -party cookies, after six years of hard work and their fair part of delays.
Released in 2019 to address privacy concerns and to comply with regulatory standards without affecting advertisers to go to specific users, we now know that Google will not eliminate third -party cookies.
In a blog post that confirms the disappearance of Privacy Sandbox, Anthony Chávez de Google blamed the editors, developers, regulators and the ADS industry for resistance, as well as a changing landscape and a greater scrutiny of the regulatory bodies.
Google has taken the plug in the privacy sand box
“Taking into account all these factors, we have made the decision to maintain our current approach to offer users the choice of third -party cookies in Chrome, and we will not implement a new independent message for third -party cookies,” Chávez confirmed.
Although Google will continue to admit cookies in Chrome, the company has promised to “improve monitoring protections” in unknown mode, which already blocks third party cookies.
However, some technology remain in development or use, including the protection of IP addresses in unknown mode, which is planned for the third quarter of 2025, and the API of topics, which allows interest -based advertising without sharing the full navigation history.
Google now undertakes to work with the industry to collect comments to inform an updated road map for the technologies that you have already been developing. “In the light of this update, we understand that Privacy Sandbox APIs can have a different role to play to support the ecosystem,” Chávez said.
Privacy defenders have argued that Google undermined their own privacy statements, noting that privacy was secondly to surveillance, and many users seek to change alternative browsers such as Firefox.
The movement for an open network also praised the announcement as the end of Google attempt to monopolize digital advertising standards.
