Today, the tech giant will eliminate third-party cookies - the bit of technology that enables user-level cross-web tracking - for 1% of all Chrome users, or about 30 million people.
Among Privacy Sandbox's programs are a variety of new APIs, including the Topics API, an alternative to third-party cookies that assigns a small number of specific interests, or topics, like 'Fitness' or 'Travel & Transportation', to individual users, allowing advertisers to target messages based on these categories rather than more granular behavioral data.
And while marketers and advertisers - who have for years relied on third-party cookies to glean valuable insights into their audiences and target their messages accordingly - were previously at a loss for how to handle the disruption, new data suggests most are ready for the change.
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