Google will not be making any significant technical change to its advertising service for now. The company is instead withdrawing several of the features it has developed for the Privacy Sandbox since undertaking the initiative in 2019:
- Attribution Reporting API (Chrome and Android)
- IP Protection
- On-Device Personalization
- Private Aggregation (Shared Storage included)
- Protected Audience (Chrome and Android)
- Protected App Signals
- Related Website Sets (requestStorageAccessFor and Related Website Partition included)
- SelectURL
- SDK Runtime
- Topics (Chrome and Android)
The company says it will be following “Chrome and Android processes” for the phase-out and posting updates to its developer site.
Google stick to the ”approach to offering third-party cookies”
This follows the announcement in April that Google would be maintaining its “current approach to offering users third-party cookie choice in Chrome” and not roll out a “new standalone prompt for third-party cookies.” The company has run into “divergent perspectives on making changes that could impact the availability of third-party cookies.”
We reported on Google’s plan to phase-out the cookie in January 2024, on the plan’s delay in May 2024 and on the plan’s reversal in July 2024.
