Google kills its six-year-old project, Privacy Sandbox

Google has officially discontinued its Privacy Sandbox initiative, a project launched in 2019 to replace third-party cookies with privacy-focused advertising technologies. Anthony Chavez, Google’s Vice President, announced on the project’s website that the company is sunsetting the remaining Sandbox technologies due to their “low levels of adoption.” A Google spokesperson confirmed to AdWeek that the entire initiative is being retired, stating, “We will be continuing our work to improve privacy across Chrome, Android, and the web, but moving away from the Privacy Sandbox branding.”