In 2024 we’re finally going to experience the removal of 3rd party cookies by Google, the company that holds the largest share among internet browsers. To make the transition to the new reality smoother, your business should start implementing some changes as soon as possible. The best way of doing that is by following Privacy Sandbox guidelines.
The basics of Privacy Sandbox
By what even is Privacy Sandbox? It’s a global project invented by Google in August 2019 that aims to develop a collection of tools and standards that will enable websites and advertisers to access user data while respecting user privacy. It’s now being developed not just by Google but by the World Wide Web Consortium (W3C) as well. Privacy Sandbox was first implemented to find the alternative to advertising without 3rd party cookies, but quickly enough, the privacy concerns of internet users became a major issue too. Privacy Sandbox works to generate solutions that will help both the users and advertisers at the same time. At this moment, it’s developing standards and tools for websites and the Android environment.
Learn the rulers of Privacy Sandbox
Companies and contributors that work together thanks to Privacy Sandbox aim to solve three main issues that are part of the cookieless future. What are they? The first one concerns developing new, privacy-preserving technologies that will serve as a replacement for tracking users across a number of websites. The second challenge is creating ways that enable both publishers and developers to generate ad-supported content freely.
The last goal focuses on developing new internet privacy standards alongside the advertising industry.
It’s worth mentioning that Privacy Sandbox doesn’t focus on one solution. The goal is the development of several different options that present a diverse approach.
The only common link between them is the understanding that advertising content shouldn’t be directed to individuals but to groups of anonymous users in order to keep their privacy.
Meet the most popular Privacy Sandbox ideas
At this moment, Privacy Sandbox has developed four main proposals, such as FLEDGE, Attribution Reporting API, Topics API and CHIPS.
- The first option is FLEDGE. The process begins when interest groups are recorded by the browser. Then sellers carry out an auction, and buyers ensure ads and biddings. The winning ad is rendered by the browser, and later the seller and buyer exchange reports.
- Attribution Reporting API doesn’t use third-party cookies. Instead, it measures two events linked by the API – one on a publisher’s website (for example user clicking an ad) and the second on an advertiser’s website (conversion). This way, it helps to preserve user privacy.
- In Topics API, the Chrome browser determines various topics each user is interested in based on previously visited websites. Data is stored for three weeks and then deleted so the new topics can be defined.
- CHIPS creates a cookie for each website, not the user. It allows the identification of user activity on each site and improves privacy.
