Google tests new Privacy Sandbox settings to serve targeted ads without using cookies

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March 31, 2022, 5:40 PM GMT+0

The new update aims to let users control ad personalisation and measurement.

Google announced the company’s new system would serve targeted ads without using cookies. The search engine giant is starting its “origin trials” for the Chrome Privacy Sandbox proposal. This test is focused on ad relevance and measurement.

According to Google, the initial aim is to test ad relevance via its new Topics API, FLEDGE, and Attribution Reporting, which lets remarketing and ad click measurement without tracking behaviour across sites. Beginning Wednesday, developers globally can start testing codes for Topics, FLEDGE and Attribution Reporting in the Canary version of Chrome.

The Privacy Sandbox proposal has faced significant criticism, particularly from EU and UK advertisers – claiming that removing cookies will hurt ad businesses. Earlier last month, the tech giant signed a legal agreement with UK regulators, making commitments to address issues impacting ad businesses as well as consumer privacy.

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