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Google says it will not build a privacy sandbox

Google is trying to calm the concerns that will somehow bypass it privacy-friendly rules is introduced in place of third-party cookies in Chrome. With the changes planned for next year, the company recently told unsuspecting advertisers that it will rely on the same techniques it imposes on others. “We’re going to use these [Privacy Sandbox] APIs for our ads and measurement products like everyone else, and we won’t build any doors for ourselves, ”VP announcer Jerry Dischler told Google Live Live event Thursday, according to DigiDay.

As the field shifts to targeted advertising practices, Google has launched a new roadmap for data privacy that it hopes the advertising industry will adopt. One of the central changes it introduces is a step away from unique user ID to cohort ID, effectively anonymizing data by targeting ads to larger groups of people (rather than individuals) with similar interests. Google already has began testing the so-called Federated Cohort Learning (FLoC) technique on millions of Chrome users. Sandbox’s broader privacy aligns with anti-tracking initiatives by Apple and Mozilla (which blocks third parties) and cookies in Firefox by default).

The research giant hopes the rules will be followed to please a wide range of people, from legislators to privacy-conscious consumers to the advertising industry. Regulators concerned about Google’s dominance in digital advertising have added to the changes. Earlier this year, the UK markets authority opened an investigation into FLoC to determine whether it would “disrupt competition”. In March, state antitrust guard dogs has modified a major cause targeting Google to take into account changes to ad tracking in Chrome.

At the recent event, Google’s Dischler reiterated the company’s position against advertising tracking for individuals. “Third-party cookies and other proposed identifiers that some of the industry claims do not meet the growing expectations that consumers have when it comes to privacy. They will not withstand rapidly evolving regulatory restrictions; they just can’t be invoked in the long run, ”he said.

Google’s latest statement was clearly aimed at marketers using its targeting tools. Advertisers and publishers have already introduced an alternative to Sandbox privacy in the form of Unified ID 2.0. The open-source project built by several industry groups relies on email addresses and other information to create encrypted identifiers.

Summarizing the concerns of the advertising industry, Digiday note that Google has not clarified whether Chrome will be one of the proprietary products from which it plans to collect data at the individual level. Sellers are also anxious that Google could just change its mind about the back doors at a later date.

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