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Abstract image of a digital identity surrounded by web technologies that protect online privacy. Protecting your privacy online

The Privacy Sandbox initiative aims to create technologies that both protect people's privacy online and give companies and developers tools to build thriving digital businesses. The Privacy Sandbox reduces cross-site and cross-app tracking while helping to keep online content and services free for all.

The goals of the Privacy Sandbox

The Privacy Sandbox is currently in development. It aims to:

  • Illustration of a vanishing user avatar that is unrecognizable.

    Build new technology to keep your information private

    People should be able to enjoy their browsing and app experience without worrying...

  • Illustration of an open padlock with icons of a computer file, music, and video floating.

    Enable publishers and developers to keep online content free

    Billions of people around the world rely on access to information on sites ...

  • Illustration of multiple shields overlapping that represents new internet privacy standards.

    Collaborate with the industry to build new internet privacy standards

    The internet is a source of information and engine of economic...

A globe that represents the open web surrounded by internet services icons.

Privacy Sandbox for the Web

Privacy Sandbox for the Web will phase out Third-party cookies A "cookie" is a small piece of data stored in the browser when a user visits a website. Third-party cookies are stored by a service that operates across multiple sites. For example, an ad platform might store a cookie when you visit a news site. First-party cookies are stored by a website itself. and limit covert tracking. By creating new web standards, it will provide publishers with safer alternatives to existing technology, so they can continue building digital businesses while your data stays private.

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A mobile phone with mobile apps icons and a closed padlock.

Privacy Sandbox on Android

Privacy Sandbox on Android will strengthen privacy, while providing tools app developers need to support and grow their businesses. It will introduce new solutions that operate without cross-app identifiers – including Advertising ID A unique, user-resettable ID for advertising. – and limit data sharing with third parties.

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The Privacy Sandbox relies on contributions from many companies testing the new technologies

  • Adikteev logo
  • Adjust logo
  • Adobe advertising cloud logo
  • Appsflyer logo
  • Branch logo
  • Braze logo
  • Cafemedia logo
  • Criteo logo
  • Google logo
  • IQOO Logo
  • Mercado libre logo
  • Oneplus logo
  • Oppo logo
  • Outbrain logo
  • Realme logo
  • Remerge logo
  • Retargetly logo
  • RTB House logo
  • Samsung logo
  • Singular logo
  • SMN logo
  • Unity Logo
  • Verve logo
  • Vivo Logo
  • Voodoo logo
  • Xiaomi logo
  • Yahoo logo

If you would like to join these companies and many more participating in the Privacy Sandbox, learn more about testing on Chrome and Android.

News and Updates

  • Maximize ad relevance after third-party cookies

    2023 will be a critical year to prepare for a world without third-party cookies. Let’s take a closer look at how the advertising ecosystem might think about ad relevance in a cookieless future.

    Read more

  • Topics API: Latest Updates

    Updates and enhancements to the design and implementation of the Topics API.

  • Update on Testing the Privacy Sandbox for the Web

    In order to give developers more time to test the new Privacy Sandbox technologies, Chrome is expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome.

Frequently Asked Questions

The Privacy Sandbox is an industry-wide effort to develop new technology that will improve people’s privacy across the Web and apps on Android. The proposed solutions will limit tracking of individuals and provide safer alternatives to existing technology on these platforms while keeping them open and accessible to everyone.

The Privacy Sandbox technologies are currently in development. You can learn more about the proposals on developer.chrome.com, and developer.android.com. Google welcomes members across the industry to provide feedback or start testing. This site will also be updated monthly as the initiative progresses.

New web and app technologies are needed to improve people's privacy online. In recent years, some browsers and platforms have taken steps to restrict or remove existing mechanisms, such as third-party cookies, without effective alternatives in place. This can negatively impact critical ecosystem functionality and put user privacy at greater risk, by leading to adoption of covert tracking.

We believe that developers and businesses should be able to make money from their sites and apps, as well as reach customers with relevant ads. The Privacy Sandbox initiative is developing new solutions that support key ecosystem needs -- without reliance on online tracking identifiers -- so that publishers and developers can provide free content and grow their business in a privacy-preserving way.

Google invites members from the industry—web browsers, online publishers, ad tech companies, advertisers, and developers—to participate in the development and testing of the proposed new technologies.

For the open web, you can contribute to the public discussions in forums such as the W3C, and if you’re a business, talk to your trade groups and technology vendors about engaging in this process. If you’re a developer, we invite you to join the origin trials.

For Android, feedback on the design proposals can be given directly via the developer.android.com site. This is also where you can sign up for regular updates as the project progresses.

You can expect to hear more about the progress being made with the Privacy Sandbox regularly, including more opportunities for you to test these new technologies on your sites and in your campaigns. For the latest news, please follow the blog on developer.chrome.com and sign up for updates at developer.android.com

The Chromium blog regularly features progress updates on the Privacy Sandbox. Developer.chrome.com offers a good overview of all the Privacy Sandbox proposals and refers to explainers and discussions on GitHub. Developer.android.com provides information, design proposals, and updates on the Privacy Sandbox on Android.