Once the cookie is gone, will anyone be invited to play in Chrome’s Privacy Sandbox?
Since 2019, the Google Chrome team has drip-fed plans for Privacy Sandbox, the collective name for its proposals to sustain an ad-funded internet while meeting increased demands for online user privacy.
Public debate is happening primarily through the World Wide Web Consortium (W3C), where the Google Chrome team has suggested that all ad auction dynamics would be contained within the browser (the plan was originally dubbed TurtleDove). But critics claim this will tip the odds too much in the favor of Google’s own ad stack and shut out independent ad tech.