- Google has confirmed that it has killed off its Privacy Sandbox initiative.
- This project was meant to offer a more private approach to advertising.
- The news also comes over a year after Google said it wouldn’t drop third-party cookies.
Google relies heavily on online advertising, and the company has previously been criticized for the amount of data it sucked up from users in the name of targeted advertising. However, the search giant introduced the Privacy Sandbox back in 2019 in a bid to deliver a more private approach to advertising on the web. Unfortunately, Google has now announced the end of Privacy Sandbox.
Google told AdWeek that the entire Privacy Sandbox initiative was being dropped. This confirmation comes after the company published a blog post revealing that 10 related technologies were being retired due to low adoption. The post noted that Chrome and Android would be affected by this decision. Google’s post also added that a few Privacy Sandbox technologies that have seen broad adoption would be retained.