Google scraps plans for alternative Sandbox ad-targeting technology

Google scraps plans for alternative Sandbox ad-targeting technology

Google has effectively killed off its alternative cookie technology Sandbox in a move that will be welcomed by many publishers. It follows news in July 2024 that Google had scrapped plans to ban third-party cookies on its dominant Chrome web browsers first announced five years earlier. Cookies underpin much online advertising revenue for publishers by enabling them to track readers and so sell them more targeted advertising at a premium. UK publ…

**Privacy Sandbox was supposed to replace tracking cookies. **Google wanted to make Chrome display a warning when using cookies. **However, it is abandoning this plan and leaving cookies unchanged.