Maintain stagnation
Although the Google Sandbox Project looks more dynamic today, it is not eliminating the initiative completely. The team still plans to deploy promised improvement in Chrome’s hidden format, which has been re -armed Keep the user’s privacy After Multiple complaints. Poshneo mode prevents all third -party cookies, and later this year, it will receive IP protection, which masks the user’s IP address to prevent cross -site tracking.
Chavez has admitted that this change will mean that Google’s privacy sandbox APIS will have to “play different roles” in the market. This is a kind way to put it. Google will continue to develop these tools and work with industry partners to find a way forward in the coming months. The company is still hoping to adapt to the privacy sandbox, but the industry is unlikely to voluntarily withdraw from the cookies.
Although Google focuses on how the privacy of advertising has improved since the privacy sandbox has begun, changes in Google’s legal exposure are probably more relevant. Since launching the program, Google has lost three distrust cases, two of which are relevant here: Search matter Currently in the treatment phase And made a new decision Ed Tech Case. When the government begins the debate that Chrome gives a lot of power to Google, it would be a bad look to force the advertising industry to use Chrome’s domination.
In some ways, this is a disadvantage – tracking cookies are uncertain, and Google’s proposed alternative is better for privacy, at least on paper. However, adopting a privacy sandbox can give Google more power than ever, and the benefits of privacy can never be fully fully because Google continues to earn more income.