Google urges advertisers to test post-cookie solution as it updates ‘Privacy Sandbox’

Google started testing components of its “Privacy Sandbox” in 2021. The company has had to retool the program while it figures out how to conduct online ad auctions, and provide measurement to ad partners, without the use of cookies on web browsers. Google is also following Apple’s path by eliminating similar identifiers on mobile devices, making the mobile ad ecosystem less precise and less reliant on sharing-personal data. Google has had to delay the full deprecation of cookies a couple of times, and just reiterated that they will be phased out by the end of 2024.

Related: Google’s cookie strategy