Google (GOOGL) has reaffirmed its commitment to the Privacy Sandbox initiative, emphasizing its goal of enhancing online privacy while supporting a sustainable internet funded by advertising. The company announced that it will continue to allow users to choose third-party cookie options within Chrome's Privacy and Security Settings without introducing a new standalone prompt.
Since launching the Privacy Sandbox in 2019, Google has made strides in fostering privacy-centric technological innovations. With recent developments, including accelerated adoption of privacy technologies and evolving global regulations, Google is focusing on improving Chrome's tracking protections, particularly in Incognito mode, which already blocks third-party cookies by default.
Plans are underway to introduce IP Protection in Chrome's Incognito mode by the third quarter of 2025. Additional enhancements such as Safe Browsing, Safety Check, and AI-driven security measures are also part of Google's strategy to position Chrome as a trusted browser worldwide.
Google plans to collaborate with industry partners to gather insights and update the roadmap for Privacy Sandbox APIs, aiming to redefine their role in supporting the digital advertising ecosystem. This update is of particular relevance to companies in the marketing technology sector, such as Trade Desk (TTD), Criteo (CRTO, Financial), Magnite (MGNI), and LiveRamp (RAMP), which may need to adapt to these evolving privacy standards.
