In addition to these use cases, the Privacy Sandbox also includes proposals for preventing things like ad fraud and device fingerprinting (where data about a device is collected to identify the device’s owner).
How we get there
New open-source browser technologies, like the ones being developed in Chrome’s Privacy Sandbox, typically go through a few stages before being broadly adopted. Proposals generally start with a public evaluation and experimentation period, when companies can discuss, test, and provide feedback to build confidence and demonstrate the effectiveness of an approach.
While the proposals mentioned above are currently still in the first stage, the goal is to have each proposal launch as features in Chrome and any browsers that decide to adopt the new technology. Then ad tech companies can start using them in their products.
What you can do now
Changing consumer attitudes toward privacy and regulation mean that we have to come up with an alternative to today’s practice of tracking people across the web. We believe the Privacy Sandbox offers the best path for the industry in the long run, giving businesses the tools they need, while ensuring people get the privacy they want. And, keep in mind, advertising providers like Google will do most of the heavy lifting — swapping out third-party cookies with new, privacy-first technologies behind the scenes.
In the meantime, here are some important steps you can take today that will work well alongside the Privacy Sandbox technologies when they’re ready:
- Look for opportunities to build direct relationships with customers. These relationships should be supported with a comprehensive first-party measurement solution for your website that has the appropriate tagging and consent infrastructure.
- Take advantage of solutions that use automation and machine learning to help identify trends and model results when there are gaps in your data.