"The dream was a built-in Chrome system that would have allowed the data used for ad customization to live on your device. This system would have used AI to sort you into relevant groups of users with certain traits. Had it worked, advertisers would have still been allowed to target you with ads, but without tracking you as an individual. Needless to say, it would have also put an end to those awful pop-ups."
"But according to an announcement Friday by Anthony Chavez, the Google VP in charge of the Privacy Sandbox initiative, low levels of adoption have led Google to retire a long list of Privacy Sandbox technologies. AdWeek then managed to get confirmation that this long list of dead sub-projects also spells the end of the broader initiative. Google will be moving away from the Privacy Sandbox branding, according to a spokesperson quoted by Adweek."
"This is especially depressing for cookie haters because after years of delays, early last year, it was starting to look like Google was making major progress. Last January Google ended cookie support for about 30 million Chrome users, and the following month it rolled out a privacy-focused preview version of the Android operating system, aimed at speeding adoption of the new ad regime."
Google retired the Privacy Sandbox initiative after six years of development aimed at replacing third-party cookies. The plan sought to keep ad-customization data on users' devices and use AI to place users into groups rather than tracking individuals. Advertisers would have retained targeting capabilities while reducing individual tracking and eliminating consent pop-ups. Low adoption prompted Google to retire many Privacy Sandbox technologies and de-emphasize the Privacy Sandbox branding. Earlier steps included ending cookie support for about 30 million Chrome users and releasing a privacy-focused Android preview to accelerate adoption. The outcome weakens efforts to curb invasive cross-site tracking.
Read at gizmodo.com
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