In recent months, Google took a historic step in the Chrome browser and announced that it would remove cookies. Instead of cookies, it will switch to a system called Privacy Sandbox. This technology will address the way sites you visit in Chrome collect data and display ads.
How will the Google Chrome ads change with Privacy Sandbox?
Privacy Sandbox, introduced by Google in 2019, was an initiative to eliminate browser cookies while allowing advertisers to target the right audience. The primary goal was to protect user privacy by restricting the amount of personal data that advertisers can access. This measure was already being tested with Google Chrome 115. Finally, it was stated that it will be deployed globally.
Google’s Privacy Sandbox technology is rolling out to all Chrome users as of today. The move aims to improve privacy while giving advertisers better ways to reach their target audience.
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By integrating Privacy Sandbox APIs into measurement tools, advertisers will be able to show ads based on users’ interests. At the same time, Chrome users will get a customized experience by setting their ad preferences from the browser’s privacy controls.
With the launch of Privacy Sandbox, cookies will disappear in Chrome. Google, which wants to phase out third-party cookies, has come under fire for this move. Many users think that Privacy Sandbox was developed to avoid government investigations rather than user privacy.
In addition to Privacy Sandbox, Google has introduced other tools to help users create more relevant ads. Other technologies such as Shared Storage, Protected Audience and Topics will shelve cookies.
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