What is Google Privacy Sandbox?
Google Privacy Sandbox is an initiative aimed at enhancing privacy for users while preserving the ability for businesses and marketers to deliver relevant ads and measure their performance. It seeks to phase out third-party cookies, which have traditionally tracked users across websites, and replace them with new privacy-preserving technologies like the Attribution Reporting API (ARA) and several others. These tools allow for ad targeting, retargeting, and measurement without exposing individual user data, making the web and mobile a more secure and private environment. For marketers, this shift requires adaptation to new methods of audience targeting and performance tracking within the constraints of increased user privacy.