Google’s Privacy Sandbox proposes updated privacy approach for the web

In a blog post, Google’s (GOOGL) Privacy Sandbox said it is proposing an updated approach to privacy on the web “that elevates user choice.” “We developed the Privacy Sandbox with the goal of finding innovative solutions that meaningfully improve online privacy while preserving an ad-supported internet that supports a vibrant ecosystem of publishers, connects businesses with customers, and offers all of us free access to a wide range of content,” the company said. “Throughout this process, we’ve received feedback from a wide variety of stakeholders, including regulators like the UK’s Competition and Markets Authority (CMA) and Information Commissioner’s Office (ICO), publishers, web developers and standards groups, civil society, and participants in the advertising industry. This feedback has helped us craft solutions that aim to support a competitive and thriving marketplace that works for publishers and advertisers, and encourage the adoption of privacy-enhancing technologies… Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time. We’re discussing this new path with regulators, and will engage with the industry as we roll this out.” Publicly traded companies in marketing tech include Trade Desk (TTD), Criteo (CRTO), Meta (META), Amazon (AMZN), and Adobe (ADBE).