Subj : Google Privacy Sandbox is no more
To   : All
From : TechnologyDaily
Date : Wed Apr 23 2025 12:30:08

Google Privacy Sandbox is no more

Date:
Wed, 23 Apr 2025 11:18:00 +0000

Description:
Google confirms it wont be removing third-party cookies from Chrome after 
all, but some of the work will live on.

FULL STORY
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Privacy Sandbox, 2019-2025  Google confirms it wont go ahead with plans 
Third-party cookies continue, but Incognito mode offers enhanced protection 
Some tech, like Topics API, will continue to be used 

Google is scaling back its Privacy Sandbox project, which was originally 
aimed at phasing out third-party cookies, after six years of hard work and 
its fair share of delays. 

Launched in 2019 to address privacy concerns and to meet regulatory standards 
without impacting advertisers abilities to target specific users, we now know 
that Google will not phase out third-party cookies. 

In a blog post confirming Privacy Sandboxs demise, Google's Anthony Chavez 
blamed publishers, developers, regulators and the ads industry for 
resistance, as well as a changing landscape and increased scrutiny from 
regulatory bodies. Google has pulled the plug on Privacy Sandbox 

Taking all of these factors into consideration, weve made the decision to 
maintain our current approach to offering users third-party cookie choice in 
Chrome, and will not be rolling out a new standalone prompt for third-party 
cookies, Chavez confirmed. 

Although Google will continue to support cookies in Chrome, the company has 
promised to enhance tracking protections in Incognito mode, which already 
blocks third-party cookies. 

Some tech remains in development or use, though, including IP address 
protection in Incognito mode, which is planned for Q3 2025, and Topics API, 
which allows interest-based advertising without sharing full browsing 
history. 

Google is now committed to working with the industry to gather feedback in 
order to inform an updated roadmap for the technologies its already been 
developing. In light of this update, we understand that the Privacy Sandbox 
APIs may have a different role to play in supporting the ecosystem, Chavez 
said. 

Privacy advocates have argued that Google undermined its own privacy claims, 
noting that privacy came second to surveillance, with many users seeking to 
switch to alternative browsers like Firefox. 

Movement for an Open Web also hailed the announcement as the end of Googles 
attempt to monopolize digital advertising standards. You might also like 
Google U-turns on Privacy Sandbox endeavor, deciding that cookies won't be 
replaced after all - here's what that means for you These are the best 
privacy tools and anonymous browsers Protect your online footprint by using 
the best VPNs



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Link to news story:
https://www.techradar.com/pro/security/google-privacy-sandbox-is-no-more


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