Testing Privacy Sandbox by Google

Relatively recently, Google informed its users that a trial of a new method for implementing targeted advertising, called Privacy Sandbox, is beginning in the Chrome browser. According to Vinay Goel, who manages the product, testing can already be done in Chrome Canary using tools like Attribution Reporting, Topics API, and FLEDGE. Once successful results from the tests are obtained, they will become available in the main version of the browser for everyone to use.

Specialists have been tasked with determining how relevant the advertising is. For this purpose, they will be using a new API. With it, it’s possible to determine the number of clicks on ad links without tracking users’ activity online. It also suits carrying out remarketing. Google promises to provide new parameters in the shortest possible time, which will allow tracking.

In the category where personal data is indicated in browser ads, you can leave an empty field with interests that it usually considers. Websites that indirectly influence the creation of interest lists can also be removed. Users are also allowed to rate ads and independently select a method to eliminate spam, making it easier to identify bots.

Last fall, there was information that the Privacy Sandbox (for targeted advertising and other options) would be tested at the beginning of 2022, not the end of 2021. The duration of the discussion period was also mentioned. According to the old data, the discussion was to end in the summer of 2021, but it was moved to the end of the same year. Due to the timeline changes of this stage, the end dates for the testing were also altered.

It’s worth noting that Google announced the existence of the Privacy Sandbox method at the very beginning of 2021. Experts say that because of the innovations, entirely different methods need to be developed to improve ad relevancy. It’s also necessary to consider that the information obtained by web resources and advertisers needs to be minimized by keeping a significant portion of it directly on the device.

With technologies like the Topics API and FLEDGE, Google is also actively engaged simultaneously with innovations in targeting and advertising. They can be used in a “world without cookies.” Google wants to allow the immediate use once Chrome stops supporting cookies. They plan to attain the desired outcome by the end of 2023. Meanwhile, information has also emerged regarding Google’s desire to create a proprietary version of Privacy Sandbox for Android.