What’s Going on Inside Google Chrome’s Privacy Sandbox? [Video]

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 support for an ad-funded online ecosystem in a manner that placates privacy advocates.

Crackdown on fingerprinting

No firm decisions have been made yet, but the identifiability study is part of Google’s efforts to curb covert tracking without third-party cookies, with “fingerprinting” identified as a particularly egregious means of doing so.

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