Update on Plans for Privacy Sandbox Technologies

Since announcing that Chrome will maintain our current approach to offering users third-party cookie choice in Chrome, we've sought input from the ecosystem to help inform the path forward for the Privacy Sandbox APIs and technologies. The feedback we've received has deepened our understanding of what can drive the most value for businesses, developers and users. Today we're sharing an update on our focus areas moving forward, and changes to the current APIs.

We've heard clearly from marketers and publishers the importance of scaled measurement solutions to understand the impact of advertising campaigns and the value of different audiences. We believe the proposed interoperable Attribution standard has the potential to support this objective in a privacy-preserving fashion, and we'll continue to engage on it through the web standards process in collaboration with a wide range of stakeholders including other browser makers.

CHIPS and FedCM, which improve cookie privacy and security and streamline identity flows respectively, have seen broad adoption, including support from other browsers. We'll continue to support those APIs and evaluate opportunities for future enhancements. We'll also maintain Private State Tokens and explore additional approaches to help developers reduce fraud and abuse.

We’ve heard interest in exploring how browsers can help the ecosystem address poor web experiences, and publisher requests around controls that can help protect first party data while building user trust. We intend to work with the industry to identify the highest value features that help improve the web across the board, including ad-related experiences.

After evaluating ecosystem feedback about their expected value and in light of their low levels of adoption, we've decided to retire the following Privacy Sandbox technologies: Attribution Reporting API (Chrome and Android), IP Protection, On-Device Personalization, Private Aggregation (including Shared Storage), Protected Audience (Chrome and Android), Protected App Signals, Related Website Sets (including requestStorageAccessFor and Related Website Partition), SelectURL, SDK Runtime and Topics (Chrome and Android). We will follow Chrome and Android processes for phasing out these technologies and share updates on our developer site.

Continuing collaboration

For the areas moving forward, we’ll continue to utilize learnings from the retired Privacy Sandbox technologies, share web platform proposals for ecosystem feedback, and build with developer choice and user protection at the core. For example, feedback from companies who built on the Attribution Reporting API will help inform our work on an interoperable Attribution web standard through the Private Advertising Technology Working Group of the W3C.

We're grateful to everyone who contributed to the design and development of the Privacy Sandbox technologies. As the web ecosystem continues to evolve, Chrome will continue to collaborate with stakeholders across industry forums, trade groups, the W3C and GitHub to develop and advance platform technologies that help support a healthy and thriving web.