Oct 21, 2025 06:00:00

Google decides to discontinue Chrome's 'Privacy Sandbox' technology

Google has decided

to discontinue its plan to phase out third-party cookies and continue to maintain them, but has also announced the official discontinuation of Privacy Sandbox, which it had proposed as an alternative technology to third-party cookies.

Update on Plans for Privacy Sandbox Technologies
https://privacysandbox.com/news/update-on-plans-for-privacy-sandbox-technologies/

Google's Privacy Sandbox Is Officially Dead

https://www.adweek.com/media/googles-privacy-sandbox-is-officially-dead/

Google Pulls The Plug On Topics, PAAPI And Other Major Privacy Sandbox APIs (As The CMA Says 'Cheerio') | AdExchanger
https://www.adexchanger.com/privacy/google-pulls-the-plug-on-topics-paapi-and-other-major-privacy-sandbox-apis-as-the-cma-says-cheerio/

Third-party cookies are used to track users and play an important role in the advertising industry, but they have been criticized for violating privacy, and in 2019 Google proposed the Privacy Sandbox as an alternative technology.

Google declares it will develop a system that 'protects user information while preserving ad relevance' - GIGAZINE

However, when users are identified by fingerprinting using various APIs, unlike cookies, there is no way for users to avoid being identified, so criticism has been raised that this does not resolve the invasion of privacy.In addition, concerns have arisen that Google's monopoly of information will accelerate its dominance of the advertising market.

After delaying its plan to phase out third-party cookies twice, Google announced a new approach in 2024 and withdrew its plans to phase out third-party cookies.

Google backs out of plans to remove third-party cookies from Chrome - GIGAZINE

This time, Google will be deprecating 10 major Privacy Sandbox technologies: Attribution Reporting API for Chrome and Android, Private Aggregation (including IP protection , on-device personalization , and shared storage) , Protected Audience API for Chrome and Android, Protected App Signals , Related Website Sets , Selected URLs , SDK Runtime , and Topics API .

Support for Cookie Having Independent Partitioned State (CHIPS), which allows users to store separate cookies for each website they visit, and the federated Credential Management API (FedCM), which allows users to sign in to websites where they already have accounts but limits the personal data they share and prevents their activity from being tracked across other services, will remain. Also, private state tokens, a track-free authentication tool, will remain.