Privacy Sandbox
Third-party cookies are on their way out. Learn how it affects you and
how we are building a tool with Google to help.
What is privacy sandbox?
The Privacy Sandbox initiative is an industry-wide effort led by Google to enhance online safety and user privacy by offering privacy-conscious alternatives to third-party cookies and cross-site or cross-app tracking.
Goals of Privacy Sandbox
- Create new tools and techniques to protect user privacy.
- Enable publishers and developers to keep content free for everyone.
- Build new privacy standards in collaboration with businesses and
third-party service providers.
How does privacy sandbox affect businesses?
The shift towards a privacy-centric internet will need both first-party and third-party stakeholders to adapt. It’s an opportunity to learn how to change marketing, advertising, analytics, insights, and daily operations to make the Internet more private for everyone. Here’s how publishers, developers, advertisers, and other stakeholders will be impacted.
First-party business owners
If you are a publishing/e-commerce website using multiple third-party service providers, chances are that your business is dependent on multiple third-party cookies for ads, analytics, tracking, or even for embeds to work.
With Privacy Sandbox, you need to check the readiness of your service providers, implement the alternatives, and prepare your marketing and revenue teams to work with a privacy-first paradigm.
Third-party service providers
The inability to set third-party cookies changes the information you receive and how you receive it. It might be more difficult to track users across sites, measure attribution and understand behavior across platforms.
It might make sense to be a part of the origin trial, to test out your implementation well in time so that your clients can have a seamless experience when the changes come into effect.
The privacy sandbox timeline
Chrome will start deprecating third-party cookies for 1% of its users globally. You can actively participate in Chrome-facilitated testing to test your sites with third-party cookies disabled.
Alternatives to third-party cookies
The deprecation of third-party cookies and some local storage partitioning may lead to discrepancies. With this non-exhaustive list of alternatives below, you can maintain business continuity. By avoiding third-party cookies, you protect user privacy and comply with data protection regulations.
Visitor identification
The Private State Token API is an alternative designed to help websites verify and distinguish between bots and real humans without involving passive tracking, such as fingerprinting.
Conversion measurement
The Private State Token API is an alternative designed to help websites verify and distinguish between bots and real humans without involving passive tracking, such as fingerprinting.
Cross-site storage
To facilitate ads reach measurement, tailored checkout experience & custom security solutions, the Shared Storage API enables unlimited cross-site storage write access while maintaining privacy through controlled read access.
Embedded data tracking
Fenced Frames API functions similarly to an iframe but with restricted communication with the embedding context, preserving user privacy by preventing both the host and embedded sites from accessing each other’s data.
User interests
Under development and in the trial phase, Topics API will help advertisers fetch recent browsing topics for ad targeting while preserving privacy. recent browsing topics for ad targeting.
Cross-domain tracking
The Related Website Sets (RWS) is a web platform mechanism allowing the grouping of related domains as a single entity, helping browsers to understand and manage
Multi-site tracking
The Private State Token API is an alternative designed to help websites verify and distinguish between bots and real humans without involving passive tracking, such as Fingerprinting.
Authentication
FedCM (Federated Credential Management) API delegates authentication or authorization of an individual to a trusted external party. The identity provider then allows the individual to sign in to a website.
How we can help –
privacy audit services
With our assistance, your team can adapt proactively to privacy-compliant regulations
and implement privacy-friendly alternatives. Our insights can help you prepare for long-
term success in a privacy-sensitive digital landscape.
Identifying impacted third-party cookies
In-depth discovery of how your website utilizes cookies and the consequences of third-party cookie deprecation.
Prescribing alternative solutions
Our design expertise and strong global partnerships help us deliver strategic, conversion-focused design solutions at enterprise scale to meet your business goals.
Collaborating with service providers
Consultation for refactoring your existing set-up and collaborating with your service providers to align with new changes.
PS Analysis Tool
In partnership with Google, we are building the Privacy Sandbox Analysis Tool to transition the web to a privacy-focused future.
This tool empowers the site owners & developers with an audit of the cookies being utilized and the alternatives available. You can use the tool to analyze your site(s), detect and report breakages, and align your teams and service providers to adapt.
Building this tool with Google helps us build in-depth understanding and insights, to work with the upcoming Privacy Sandbox changes.
If you have any specific questions, we welcome you to engage in the discussion forum. rtCampers & Googlers will guide you through.
Partnering with rtCamp has been key to the success of several important projects for us. Their WordPress ecosystem insights, engineering expertise, user focus, and super high-quality output have been the perfect combination to complement our efforts in developing tooling for the WordPress ecosystem.
Alberto Medina
Developer Relations
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