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In order to transition the web to a more privacy respecting default, it is incumbent upon us to replace that functionality as best we can with privacy-conscious methods. Replacing Functionality Served by Cross-site TrackingSince third party cookies have been a part of the web since before its commercial coming of age in the 90s, critical functionality that the web has come to rely on (e.g., single sign-on, and personalized ads) has been developed assuming that functionality exists. More about our intentions in “Building a more private web: A path towards making third party cookies obsolete.”īuilding Privacy SandboxWe see three distinct tracks: In parallel to that we will aggressively combat the current techniques for non-cookie based cross-site tracking, such as fingerprinting, cache inspection, link decoration, network tracking and Personally Identifying Information (PII) joins. As that functionality becomes available we will place more and more restrictions on the use of third party cookies, which are the most common mechanism for cross-site tracking today and eventually deprecate them entirely.

We plan to introduce new functionality to serve the use cases that are part of a healthy web that are currently accomplished through cross-site tracking (or methods that are indistinguishable from cross-site tracking).

That advertising is vastly more valuable to publishers and advertisers and more engaging and less annoying to users when it is relevant to the user. We believe that part of the magic of the web is that content creators can publish without any gatekeepers and that the web’s users can access that information freely because the content creators can fund themselves through online advertising. Our first principles for how we’re approaching this are laid out in the Privacy Model for the Web explainer. The main challenge to overcome in that mission is the pervasive cross-site tracking that has become the norm on the web and on top of which much of the web’s ability to deliver and monetize content has been built. OverviewThe Privacy Sandbox project’s mission is to “Create a thriving web ecosystem that is respectful of users and private by default.”