Shedding light on…n°3 // The Privacy Sandbox: a collection of tools for third-party cookieless online advertising

The online advertising ecosystem largely relies on the use of third-party cookies to improve the ad relevance. Wishing to offer a technological alternative to current system deemed too intrusive, Google launched The Privacy Sandbox initiative in 2019. In its third issue of “Shedding light on”, the PEReN analyses the economic, technical and privacy issues surrounding the American giant’s solution, which is still under development.

Shedding light on…n°3 // The Privacy Sandbox: a collection of tools for third-party cookieless online advertising

To this date, and while Google announced a weeks days ago the launch of large-scale tests, all the use cases allowed by third-party cookies are not yet reproducible by The Privacy Sandbox project. It has not demonstrated its ability to allow companies to monetise advertising as well as they did with third-party cookies. In this context, a fundamental advantage for Google seems to be emerging: increasingly in a first-party position, it would be less affected than its competitors by a reduced effectiveness of The Privacy Sandbox.

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