The Chrome Privacy Sandbox has made the targeting and measurement APIs generally available for most of its users. Google has been progressively increasing the availability of its APIs since July. Anthony Chavez, VP of product management for the Privacy Sandbox, stated in a blog post that the APIs are now in a stable state and that the countdown to the planned deprecation of third-party cookies has begun.
Enhancing Privacy on the Web
The Privacy Sandbox was launched in 2019 with the aim of enhancing privacy across the web while still providing businesses with the necessary tools for success. Since its inception, Google has collaborated with a diverse group of stakeholders, including publishers, developers, and tech providers, and consumers, to design and develop solutions that can achieve this objective. The general availability of the Privacy Sandbox APIs signifies that advertising providers and developers can now scale the use of these new technologies, as they are now accessible to the majority of Chrome users.
While Google has been working diligently behind the scenes, there remains a degree of skepticism among consumers. Some online articles have been advising users on how to disable Google Chrome's built-in advertising features and the Privacy Sandbox. Despite the APIs being enabled by default, Google has introduced enhanced ad privacy controls within Chrome, allowing users to disable specific APIs, view topics associated with their browsing history, and remove unwanted ones. Users also have the option to opt out of the Chrome Privacy Sandbox entirely.
Relevance and Measurement APIs
The general availability specifically pertains to the relevance and measurement APIs, which include Topics, Protected Audience (previously known as FLEDGE), Attribution Reporting, Private Aggregation, Shared Storage, and Fenced Frames. Advertisers and developers are now equipped to integrate these new technologies into their products and services. Chrome has also introduced new Privacy Sandbox controls, enabling users to manage how the Privacy Sandbox technologies may be utilized to deliver ads. Users can now customize their experience by selecting the ad topics they're interested in and deciding which relevance and measurement APIs they want enabled.
Google has also introduced new Ad privacy controls in Chrome, allowing users to manage how the Privacy Sandbox technologies are used to deliver ads. These controls enable users to tailor their experience by customizing the ad topics they're interested in and deciding which relevance and measurement APIs they want enabled. Users can access these controls by navigating to Settings > Privacy and security > Ad privacy controls in Chrome.