How Google Ads and Display & Video 360 are approaching the Privacy Sandbox

The Google Ads and Display & Video 360 teams are taking a three-pillared approach to ads privacy, with investments across 3 key pillars:

  1. First-party data and infrastructure
  2. Google AI
  3. New privacy-preserving technologies, like those that make up the Privacy Sandbox

Like other ad technology providers, Google’s ads teams are engaging in rigorous testing of the Privacy Sandbox technologies, alongside other privacy-preserving signals and innovations. This testing will continue up to and beyond the phasing out of third-party cookies by Chrome, planned for the early 2025. Google’s ads teams are joining other ad technology providers in giving feedback to Chrome and Android throughout the process, and in consultation with the UK Competition and Markets Authority, we will share relevant insights with the broader ecosystem as well.

It’s important to note that our ads products will use Privacy Sandbox signals in combination with other signals and solutions to power our products in a third-party cookie-less world. That’s why some of our tests include Privacy Sandbox technologies in combination with other relevant and privacy-preserving technologies (like this interest-based ads test we ran early in 2023).

While the Privacy Sandbox is rooted in the same privacy-preserving principles across the web and Android, these initiatives have independent timelines and testing processes as the two ecosystems rely on fundamentally different technologies. This content covers just the web initiative for now.

Google Ads and Display & Video 360 are testing 3 of the Privacy Sandbox APIs:

  1. Topics API
  2. Protected Audience API (formerly known as FLEDGE)
  3. Attribution Reporting API

Learn more about Google Ads and Display & Video 360’s approaches to testing our products, including integrating with the Privacy Sandbox APIs:

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