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Google’s Privacy Sandbox is a game-changing development in online advertising, aimed to improve user privacy. It involves replacing third-party cookies with a more privacy-conscious approach. (In case you need a refresher, cookies are bits of information that websites store on your computer to remember details about you, so the ads you’re shown better align with your interests). In short, it will allow a user's browser to act on the user's behalf—locally, on their device—to protect the user's identifying information as they navigate the web.
Although these changes signify a step towards a more privacy-focused future, they also mean advertising and tracking web users will change significantly – potentially making it more difficult. Keep reading to discover how this may impact you.
After much anticipation and experimentation, Google's plan to phase out third-party cookies is finally becoming a reality. Starting in early 2024, Google will disable third-party cookies for 1% of Chrome users. These users will be transitioned to the Privacy Sandbox – a set of privacy-focused technologies and standards. After the test on 1% of Chrome users is complete, Privacy Sandbox will be opened up to more Chrome users for enhanced privacy control.
Phasing out third-party cookies isn’t new – they’ve already been blocked on Safari and Firefox – but Google Chrome is the latest web browser to follow suit. As both governments and web users push for increased privacy online, browsers have faced building pressure to limit advertisers’ ability to identify and track users. This has obvious implications for advertisers; however, Google has made it clear that it has carefully considered feedback from developers, regulators, policymakers, and advertisers.
By eliminating third-party cookies, Google's Privacy Sandbox represents a significant shift in online advertising that prioritizes user privacy and provides greater control over personal data. For advertisers though, it could become much harder to track and target users.
Does this mean precision targeting is dead though? No – it just means advertisers will need to introduce new strategies and tactics to find and target their audiences while navigating Google’s Privacy Sandbox. If you’re looking for expert advice on strategic targeting in the cookieless future, we're here to help. Drop us a line to discover how we can help you reach the right audiences while respecting user privacy.