Privacy Sandbox is the initiative with which Google wants to minimize, up to eliminate them, the use of third-party cookies in its Chrome navigation program. Third-party cookies are the data, devoid of sensitive information, that each user leaves online during his web and that allow, to agencies and organizations, to know people's preferences and habits, to build categories of profiles to show advertisements. An example is the searches carried out on e-commerce sites, which can also be re-presented while visiting other portals, thanks to the sharing of cookies.
Google, in the first quarter of 2024, will begin to reduce the collection of such items, so that 1% of Chrome users will leave fewer traces online. As early as the end of 2023, Big G will allow developers to understand how the use of Chrome will change with such a move, to understand the effects on web traffic following the decision. This is a job that the company will not perform in total autonomy. "We look forward to continuing to collaborate with participants across the industry as we enter the final stages of our journey to eliminate third-party cookies in Chrome and improve web privacy for everyone," said Rowan Merewood and Alexandra White, Chrome engineer and technician respectively. In July of this year, Google is expected to release the new version of its browser, a first step towards the novelty expected for 2024. In this, there will be more controls referred to Privacy Sandbox, to customize the settings on the collection of data for advertising purposes.