Inside Google Chrome's Privacy Sandbox Proposals

Initiatives include an identifiability study to balance privacy and ad targeting, plus post-cookie attribution

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Experiments are underway at Google to engineer a sustainable ad-funded internet after the platform withdraws support in 2022 for the third-party cookie, the web’s default means of monetization since the 1990s.

This includes a large-scale identifiability study that aims to establish a threshold of information publishers can access to personalize their websites to users of the market-leading Google Chrome browser, while preserving individuals’ privacy.

Additionally, Google is testing a means of allowing marketers to continue online ad attribution in Chrome beyond 2022.

A Google spokesperson was unable to immediately respond to Adweek’s request for clarification around the timelines of these projects, which are both part of Google’s Privacy Sandbox initiative, a years-long series of experiments to continue



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