Technology10/18/2025β€’Engadget

Google has killed Privacy Sandbox

Google has killed Privacy Sandbox

Google has officially retired its Privacy Sandbox initiative, which was aimed at replacing third-party cookies with a set of open standards to enable personalized advertising without compromising user privacy. The company cited "low levels of adoption" as the primary reason for sunsetting the remaining technologies developed for the Sandbox. Google had initially launched the Privacy Sandbox in 2019, with plans to eventually deprecate third-party cookies in Chrome. However, the company's plans faced delays and regulatory scrutiny from authorities like the UK's Competition and Markets Authority and the US Department of Justice, who were concerned about the potential impact on smaller advertisers. In 2024, Google decided not to kill third-party cookies in Chrome and instead announced a "new experience" that would allow users to make informed choices about their web browsing. In April 2023, the company confirmed it would maintain its current approach to offering users third-party cookie choice in Chrome, effectively abandoning the Privacy Sandbox initiative. The article notes that Google will continue to utilize learnings from the retired Privacy Sandbox technologies as it works to improve privacy across Chrome, Android, and the web.

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