Google Chrome announced plans in January to phase out support for third-party cookies within two years in an effort to protect consumer privacy. But because eliminating third-party tracking will alter the way digital ads are tracked, targeted and measured, new standards must develop to replace the techniques currently used by digital marketers.
Google’s solution is to allow for feedback from the industry through a Privacy Sandbox initiative, a proposed set of standards that will preserve consumer privacy while still allowing targeting and measurement of campaigns. There’s a lot riding on this sandbox and the new tracking techniques it’s designed to produce.
