Google Abandons Privacy Sandbox Initiative After 6 Years, Citing Low Adoption of New Ad Tech

Google has formally terminated the Privacy Sandbox initiative, six years after it began in 2019 to replace third-party cookies, citing low adoption of the remaining technologies. According to AdWeek, the move signifies the complete discontinuation of the Privacy Sandbox programme and brand, not just individual components. Anthony Chavez, Google’s Vice President, stated that the decision was driven by “low levels of adoption” of the technologies developed under the Sandbox.

A Google spokesperson added that while the company remains committed to privacy across Chrome, Android, and the broader web ecosystem, it will no longer use the Privacy Sandbox brand. The article notes that the project faced regulatory scrutiny from authorities such as the CMA and the DOJ, and that attempts to phase out cookies were repeatedly delayed before this termination. Consequently, third-party cookie tracking is expected to continue in Chrome for the foreseeable future.