Google announced the Privacy Sandbox on August 22 (local time) as part of an effort to balance ad serving and privacy protection.
Targeted advertisements that display advertisements according to visitor interest, etc., are highly effective, but on the other hand, there may be concerns about privacy invasion. Even if cookies are blocked to avoid targeting, users can estimate by acquiring fonts, software versions, and hardware configurations installed on the PC, for example. Unlike cookies, users cannot control this at their own will, and it is clear that this is not a desirable method.
Online advertising is an important source of income for publishers and advertisers. There is also an aspect that can provide free information only based on this. According to a recent survey, even if cookies were deleted, it was reported that publisher revenue decreased by an average of 52% if the relevance of visitors and advertisements decreased.
Therefore, it will protect user personal information while preventing this. It is the privacy sandbox that allows targeted ads to be displayed without collecting personal information. Of course, it is necessary to discuss or collect opinions with stakeholders before going through the web standard development process in the future. Google is trying to do it as quickly as possible, but it will take years to come true. Related information can be found here .