"Simultaneously, Google announced that it's "decided to retire" a whole pile of Privacy Sandbox technologies, including (and strap in): the attribution reporting API on both Chrome and Android; IP protection ; on-device personalization ; private aggregation (including shared storage ); the Protected Audience API on Chrome and Android (bye, bye !); protected app signals ; related website sets (including requestStorageAccessFor and related website partition ); SDK runtime ; and, finally, on Chrome and Android."
"It's also keeping , a browser-based system that lets users sign into websites privately and securely without relying on third-party cookies. And also sticking around: private state tokens , which are encrypted "trust tokens" that websites can use to stop fraud without having to track someone's identity. AdExchanger Daily Get our editors' roundup delivered to your inbox every weekday. Both CHIPS and FedCM have seen broad adoption, according to Chavez."
"Farewell, My Sandbox It's not surprising that the Privacy Sandbox is scaling back its ambitions. After years of delay, drama, tepid industry adoption and shifting regulatory demands, the writing was on the wall. It's been a journey, though. Specifically, the CMA was probing whether removing third-party cookies would give Google's own ad products - Ad Manager and DV360 - an unfair advantage over independent ad tech companies."
Google announced the retirement of numerous Privacy Sandbox technologies across Chrome and Android, including attribution reporting, IP protection, on-device personalization, private aggregation (including shared storage), the Protected Audience API, protected app signals, related website sets (including requestStorageAccessFor and related website partition), SDK runtime, and others. The company is retaining a browser-based sign-in system that enables private, secure website logins without third-party cookies, along with private state tokens, which are encrypted "trust tokens" used to prevent fraud without tracking identity. CHIPS and FedCM have seen broad adoption. The UK Competition and Markets Authority probed potential competitive advantages and required Google to make binding commitments and solicit stakeholder feedback.
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