Google debunks common misconceptions about Privacy Sandbox

Google said that its Privacy Sandbox application programming interface (API) does not offer a direct replacement for third-party cookie-based use cases, according to Victor Wong, senior director of product management of Privacy Sandbox in a blog post aimed to respond to feedback that the Privacy Sandbox is insufficient or too complex to adopt.

Instead, Privacy Sandbox was designed to provide foundational elements that support core business objectives without cross-site identifiers for marketers and publishers.

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Wong said that since APIs do not recreate the same functionality of third-party cookies and other cross-site identifiers, developers may need to redesign how their existing products work.

“For example, running an ad auction on-device means that previously server-only functionality will now interact with ad tech code running in a browser,” he explained.

“And certain capabilities that relied on third-party cookies, such as audiences based on profiles of user activity across websites, will not be possible to directly replicate using the Privacy Sandbox,” he added.

In response to complexity concerns, Wong highlighted that a paradigm shift is needed as the Privacy Sandbox aims to ensure users cannot be re-identified across sites.

“Designing systems that shield the identity of the user across sites and restrict the amount of available data, while enabling key developer outcomes, requires technology innovation and an openness to new paradigms,” he said.

Google has also committed to the UK’s Competition and Markets Authority (CMA) to ensure that the APIs do not advantage of Google or give Google products and services any special treatment. Its ad products will incorporate the same Privacy Sandbox building blocks that are available to everyone, said Wong.

While Google has received requests to delay its third-party deprecation move, it fears that moving the timelines may result in less ecosystem preparedness.

In fact, a recent Digiday survey on industry preparedness recently said that there is one big thing that could catalyse the industry to get ready for a post-cookie world, and that would be for Google to stick to its deadline.

Starting on 4 January, the tech giant began testing 'Tracking Protection', a new feature that limits cross-site tracking by restricting website access to third-party cookies by default.  

Initially, this trial will impact only 1% of Chrome users globally, allowing industry players time to test their readiness for a web without third-party cookies. 

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