After years of delays and scaled-back ambitions, Google officially killed its Privacy Sandbox, the once-flagship initiative aimed at replacing third-party cookies with privacy-preserving ad technologies.
Driving the news. In a blog post Friday, Anthony Chavez, VP of Privacy Sandbox, confirmed that Google is retiring 10 remaining Sandbox APIs, including Attribution Reporting, Topics, and Protected Audience for both Chrome and Android. The move comes over a year after Google abandoned plans to phase out third-party cookies in Chrome altogether.
Why we care. The Privacy Sandbox was Google’s answer to growing privacy regulation and industry backlash against cross-site tracking — but its complexity, limited adoption, and regulatory scrutiny stalled momentum. At last, Google is no longer forcing a shift away from third-party cookies, preserving the familiar targeting and measurement tools that power much of digital advertising.
While this offers short-term stability and fewer disruptions to campaign performance, it also signals that true privacy-safe ad solutions are still unresolved, leaving the industry without a clear path forward as regulators and browsers continue tightening data rules. In short — advertisers get breathing room today, but more uncertainty tomorrow.
The details. Google will phase out:
- Attribution Reporting API (Chrome and Android)
- Topics API (Chrome and Android)
- Protected Audience API (Chrome and Android)
- IP Protection, On-Device Personalization, and others
What stays.
- CHIPS (Cookies Having Independent Partitioned State) – isolates cookie data to prevent cross-site tracking.
- FedCM (Federated Credential Management) – enables privacy-friendly sign-ins.
- Private State Tokens – helps verify legitimate traffic without tracking users.
Between the lines. Google’s retreat follows years of industry skepticism. Many advertisers and publishers viewed Sandbox tools as confusing, limited, and unlikely to preserve ad performance at scale. By contrast, maintaining cookies while adding optional privacy controls keeps Chrome aligned with user choice — and ad revenue stability.
What they’re saying. “We’ll continue our work to improve privacy across Chrome, Android and the web, but moving away from the Privacy Sandbox branding,” a Google spokesperson told Adweek.
The bottom line. After five years, countless tests, and intense debate, Google’s grand privacy experiment is over — and the web’s future looks a lot more like its past.
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