Get To Know the Privacy Sandbox
Get To Know the Privacy Sandbox

Get To Know the Privacy Sandbox

Digital Marketing

Sheri Cosgrove

Aug 28 2023

Improving online data privacy has been a goal of Google for a while, which is why the company developed the Privacy Sandbox initiative. The initiative is just a few months away from implementation and Google intends to start rolling it out in Chrome browsers by the third quarter of 2023. By the second half of 2024, third-party cookies will begin to be phased out — and that’s when your digital marketing strategy will change for good. 

Google’s Privacy Sandbox will change the way data is collected, which means you need to learn these new technologies and prepare for the changes in advance. Here’s what you need to know. 

What You Need To Know About the Privacy Sandbox

Google’s Privacy Sandbox is a set of proposals designed to give users better control over their personal data and improve user privacy. This proposal intends to eliminate third-party cookies (which currently track customer preferences and information) and use other technologies that help preserve privacy more effectively. 

Some of the tools you’ll start to see include Trust Tokens and Federated Learning of Cohorts (FLoC) to still allow for targeted ads.

Private State Tokens 

Private State Tokens (previously known as Trust Tokens) is an API that allows a website to transfer limited information across sites. The goal of Private State Tokens is to minimize the risk of fraud and avoid passive tracking, distinguishing between humans and bots

These tokens are unique to individual websites and are stored on users’ browsers — they’re assigned to show how trustworthy a user is. The tokens can also be transferred into other contexts without directly identifying the user, so the users cannot be tracked.

What’s the Privacy Sandbox’s Function?

Privacy Sandbox strengthens privacy and provides technologies to help businesses and app developers grow their businesses without third-party cookie tracking. One such solution, Advertising ID, will create a user-resettable ID for advertising. 

To better preserve user data and privacy, third-party cookies have to be phased out over time. That being said, Privacy Sandbox does still allow for targeted advertising, but you’ll need to adjust your targeting methods. 

This new set of proposals introduced in the Privacy Sandbox isn’t trying to end advertising, but it may end advertising as it’s done today. Keep in mind, though, that your team or business doesn’t have to fear the implementation of Privacy Sandbox if you’re prepared for it.

Privacy Sandbox will change the way you work, but it also creates an opportunity for building better trust and transparency with your customers. Your business has an opportunity to show that you not only respect user privacy but are also willing to adjust to the transparent data practices that Privacy Sandbox encourages.

Privacy Sandbox: Will It Change Marketing?

Privacy Sandbox indicates a major switch in how audience data is collected and shared with digital advertisers. Users will gain better control over their data and maintain better privacy as a result, which is a good thing — though it leaves many digital teams asking what happens next for them.

Despite all of these changes, Google isn’t leaving advertisers without any options. For example, Privacy Sandbox relies on anonymized signals coming from a Chrome browser to provide advertisers with that user’s browsing habits. You’ll be able to use that information to advertise accordingly. 

The introduction of the Privacy Sandbox makes first-party data more important than ever. Building a direct relationship with your audience can help you get more specific details about target customers as relying on third-party sourced data largely becomes a thing of the past. Collecting first-party data through on-site surveys or direct customer feedback, for example, are two areas where marketers can focus their efforts to stay ahead of the competition.

Ways for Marketers To Make the Most of the Privacy Sandbox  

Remember: the Privacy Sandbox is still in development, and the third-party cookie phase-out has been delayed until 2024. But there are a few things you can do now to prepare for the coming changes. 

Start by focusing on first-party data. Develop a strategy for how you can collect data directly from your customers through positive interactions. Build your relationships for better data collection directly from the users themselves. See which methods of data collection they respond to most positively (email surveys or info forms before downloading gated content?) and adjust from there.

Another thing to do is to look into the early adoption of new technologies, like FLoC or Private State Tokens, when they’re made available. Learn more about these types of technology so you’re not at a disadvantage when third-party cookies are officially phased out. 

Privacy Sandbox is going to change how you advertise, but there’s no need to panic. Instead, consider this an opportunity to build better relationships and respect your customers’ privacy while learning new technologies to help make each customer’s experience safer. For up-to-date timelines on the release of Privacy Sandbox, you can visit its website

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