First Glimpse Shows Google Chrome's Privacy Sandbox Beats The Need For Third Party Cookies

In August 2019, Google came out with Privacy Sandbox to fulfill its desire of creating an ecosystem on the web that is equally beneficial for consumers, publishers, and advertisers all together.

While the program was based on a set of open standards, Sandbox had the vision to secure the data of users and also support advertisers and marketers in helping them to reach their desired audience which of course would have been beneficial for publishers in the end.

Furthermore, Sandbox was also introduced as a tool that is equipped with all the blocking techniques that can stop the tracking of users across the Internet.

Now according to more recent updates, Google has decided to get rid of the third-party cookies from Privacy Sandbox with the goal to solve potential problems which existed in things like fingerprinting, cache inspection, or network level tracking techniques. The company is going to replace the cross-site functionality through which publishers will be able to continue to earn on the Internet.

To be precise, the tracking techniques will be eliminated and replaced with the part of technology used (not for tracking) just so that publishers would still have to option of going with it or without it.

The initial launch of Privacy Sandbox took place in Chromium and Google Chrome Canary. It is not yet fully functional but if you are interested to try it out then you will have to enable the Settings first.

A detailed guide to turn on the settings is as follows:
  • Visit chrome://flags by typing the address in the Google Chrome bar.
  • Look out for the privacy sandbox with the help of the search field located at the top, or simply paste this in the address bar: chrome://flags/#privacy-sandbox-settings
  • Enable the Privacy Sandbox Settings.
  • Restart Google Chrome to see the results.

The flag exists to bring the Privacy Sandbox option into Chrome's Settings. There is also another way to find the link and that is by going to Settings > Privacy and security.

Once you activate the Privacy Sandbox option, Chrome automatically opens the following link belonging to the Settings page chrome://settings/privacySandbox. It acts as a placeholder with a lot of options and descriptions not available.

H/T: TD.

Last but not the least, it can take a good amout of time for Privacy Sandbox to become fully operational and effective.

If Privacy Sandbox turns out to be effective then it will most definitely also beat the significance of third-party cookies on the Internet and put some tracking techniques to waste as well. While all of it does sound impressive at first, there is one fact to consider and that is whether Google will be getting more benefits than other advertisers and publishers through it?

On the other hand, Chromium's market share has already made it difficult for publishers, advertisers and also other browser makers to accept the proposed changes considering that the vast majority of users depend on Chrome on a daily basis. 
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