Privacy Sandbox

Privacy Sandbox is a Chrome and Android framework developed by Google that aims to provide audience activation and programmatic auctioning features as a potential alternative to third party cookies while enhancing user privacy. It includes an extensive set of changes, features, and techniques which affect nearly every aspect of the digital advertising transaction and operational process. These changes include, but are not limited to:

• Removal of third party cookies
• Removal of access to IP address
• Limitations on communication between an ad’s creative and the publisher’s page
• Limitations in the ability to add multiple dimensions to reports
• Noise and delay in advertising reports
• Removal of link decoration
• Removal of device identifiers
• Contraction in user agent data

…And more

While the Privacy Sandbox removes many Chrome and Android features which have been leveraged by publishers and advertisers to build a thriving content monetization ecosystem, it introduces a new set of features aimed to fill the gap in functionality.

These features include, but are not limited to:

• On-device auctions
• Interest Groups for third parties to assign an audience segment to a user
• Fenced Frames to enhance the privacy of traditional iframes
• Aggregated and noised reporting mechanisms
• Attestation systems to differentiate between human and bot traffic
• Cohorting users into groups
• Private Attribution