Google will adopt a new version of the privacy sandbox from Q1 2024
Google first expressed in 2020 its intentions to eliminate the advertising technique of recording user browsing preferences through cookies. The initial proposition of the FLoC (Federated Learning of Cohorts) algorithm sparked controversy, causing Google to postpone its adoption until 2023, subsequently proposing to construct a more privacy-conscious advertising model using the Topics algorithm.
Google stated in its current elucidation that it aims to completely abandon the use of third-party cookies for recording user browsing behavior in the latter half of this year. Instead, it will adopt the new Privacy Sandbox technology along with the Topics algorithm to serve interest-based advertisements without compromising user privacy.
Furthermore, Google underscores that under the Topics algorithm, the proportion of user privacy data accessed by the system will be significantly reduced. The operational method is touted as being more transparent, allowing users to maintain greater control over how their private data is utilized.
Google has already started to incorporate the Privacy Sandbox functionality beginning with the Chrome 101 test version, with plans to officially offer it in the Chrome 115 version, ensuring user browsing privacy while balancing the requirements for advertising content delivery.