Google uses privacy sandbox advertising targets for global testing

Google has announced the next step to test the Privacy Sandbox for ad measurement and relevance. Developers around the world will be able to test the Topic, FLEDGE, and Attribution Reporting APIs in the Canary version of Chrome. Sandbox is a new stack of advertising targets that Google purchased to replace Chrome’s cookie-based targeting ads.

There were concerns about user data collection, despite Google’s frequent additions of privacy-focused features to its products and services. Google’s recently announced “Privacy Sandbox” initiative features several components, such as:

Topics: In late January 2022, Google announced the replacement of the infamous FLoC (Federated Learning of Cohorts) antecedent with “Topics”, Google’s idea of ​​targeting ads based on the interests of the user’s web activity.

FLEDGE: The FLEDGE component of the Privacy Sandbox is a proposal to offer remarketing and personalized usage scenarios. This prevents third parties from tracking users’ browsing behavior on websites.

Attribution Reporting API: Attribution Reporting is Google’s solution to eliminate user ID dependency between parties. This Privacy Sandbox component prevents third parties from tracking users’ browsing behavior on websites and allows advertisers to measure ad conversion based on ad clicks or ad impressions.

In its recent blog, Google said that it looks forward to receiving feedback from companies for continuous improvement of their APIs. And over time, APIs will become widely available in Chrome, allowing more developers to integrate, evaluate, and provide feedback. In addition, Google promises continuous optimization based on the developers’ various applications.

Google also plans to test the updated Privacy Sandbox settings and controls. This update allows users to view and manage their interests. They can also withdraw from the test.

In a blog post, he said that Google is benefiting from feedback from early testers and is working with UK competition and market authorities. He said: “Privacy Sandbox proposals have already benefited significantly from careful feedback from early testers, and we look forward to starting testing for our other proposals. We will continue to collect ecosystem feedback and communicate with regulators around the world our work with the UK Competition Authority and Marketplace, consistent with our commitments to the Web Privacy Sandbox.”