Ep 6: Privacy Sandbox post-mortem

Myth. Chrome is still about to kill third party cookies.

The Privacy Sandbox was Google’s set of Chrome tools meant to replace third party cookies for ads.

In twenty twenty four, Google dropped its plan to remove those cookies, and in April twenty twenty five, its planned cookie prompt. On October seventeenth, twenty twenty five, it retired most of the Sandbox, citing low adoption. Topics, which guessed interests inside the browser, is gone. Protected Audience, on-device retargeting auctions, is gone. So are Attribution Reporting, Shared Storage and the Android versions. Prebid eleven removed its Protected Audience modules. What survived. CHIPS, cookies partitioned per site. FedCM, for sign-in buttons. Private State Tokens, for fighting fraud. And attribution work moved to a W3C group.

Today, ask your developer to remove Topics and Protected Audience code from your tags and Prebid build.

Next… universal IDs, UID2, ID five and shared ID.