- RIP: confidentiality sandbox, 2019-2025 – Google confirms that it will not go with the plans
- Third -party cookies continue, but incognito mode offers improved protection
- Some technologies, such as API subjects, will continue to be used
Google reduces its confidentiality sandbox project, which originally aimed to eliminate third -party cookies, after six years of hard work and its fair share of delays.
Launched in 2019 to meet confidentiality problems and to comply with regulatory standards without having an impact on advertisers’ capabilities to target specific users, we now know that Google will not delete third -party cookies.
In a blog article confirming the disappearance of confidentiality sandbox, Anthony Chavez de Google blamed publishers, developers, regulators and the advertising industry for resistance, as well as an evolving landscape and an increased examination of regulatory organizations.
Google disconnected the confidentiality sandbox
“Taking into account all these factors, we have made the decision to maintain our current approach to offer users a choice of third -party cookies in Chrome, and will not deploy a new autonomous prompt for third -party cookies,” confirmed Chavez.
Although Google continues to support cookies in Chrome, the company has promised to “improve tracking protections” in incognito mode, which is already blocking third -party cookies.
Certain technologies remain in development or using, in particular the protection of IP address in incognito mode, which is scheduled for the third quarter of 2025, and the API of subjects, which allows an advertising based on interest without sharing the complete history of navigation.
Google has now undertaken to work with industry to collect comments to inform an updated roadmap for the technologies it already develops. “In the light of this update, we understand that the confidentiality sandbox APIs can have a different role to play to support the ecosystem,” said Chavez.
The defenders of privacy argued that Google had undermined its own confidentiality complaints, noting that confidentiality was second to surveillance, many users seeking to go to alternative browsers like Firefox.
The movement for an open web also praised the announcement as the end of Google’s attempt to monopolize digital advertising standards.
