Skip to content

Chrome’s Privacy Sandbox to Stop 3rd-party trackers: Ready to Test

Google Chrome is ready to test the Privacy Sandbox that will stop the third-party cookies and trackers which shall be available from last week of July 2023.
Chrome to Kill 3rd Party tracking with Privacy Sandbox mode

Google’s profitable revenue-making business is an advertisement across its product line. It heavily relies on browser cookies to identify and target specific users based on their browsing activity and interest. Stopping these browser cookies or third-party trackers will have a significant impact on the overall advertising industry.

Google has been trying to mitigate the impact and developing a project called Privacy Sandbox that essentially protects the user’s privacy and gives complete control over their behavior advertisements. Simultaneously, developing alternative ad tech standards allows advertisers to target specific users with limited data.

Protecting the user’s privacy and stopping third-party trackers has long been due in Chrome. However, Google is now ready to test its new Privacy Sandbox project for a small set of users from the Chrome Stable 115 version, estimated to be available in late July 2023.

According to the published announcement, the privacy sandbox will have multiple relevance and measurement APIs, including:

There were several relevant measurement APIs that are already shipped, and many more are yet to come apart from the above-mentioned.

  • User-Agent reduction: first released in May 2022 and completed in May 2023.
  • CHIPS: made available in February 2023
  • First-Party Sets: it’s been currently rolling out with Chrome Stable 113.
  • Federated Credential Management (FedCM): shipped in November 2022.

As a part of user controls, Chrome is adding a new set of options in the Setting menu under the Privacy and Security tab, which can help to calibrate the ad privacy and relevance. It allows you to configure the

  1. Ad topics: which are based on your browsing history.
  2. Site-suggested ads: these are based on the activity performed on a particular site.
  3. Ad measurement: that allows sites and advertisers to understand the performance of the ads.

The setting might be kept on by default. However, you can configure which component to be used on the settings page. Here is the screengrab, currently in progress but not finalized, that displays the Ad privacy menu on the Chrome Settings page.

Chrome Ad Privacy Tab under Privacy and security settings in designing phase

Developers can preview these controls by enabling the Chrome experiment flags at [/code]chrome://flags/#privacy-sandbox-settings-4 in Chrome Dev Build.

Chrome is currently offering two modes for testing:

  • Mode A: Ad techs can receive control and experiment labels on a portion of traffic and use these to conduct testing and experiments.
  • Mode B: Chrome globally disables third-party cookies for some portion (1%) of all Chrome users, which will be made Generally Available (GA) in Chrome 115.

If you're lucky to experience the new Privacy Sandbox mode in a development phase, we recommend sharing the feedback with Chrome Developers for any improvement.

Lastly, if you've any thoughts or feedback on Chrome’s Privacy Sandbox to Stop 3rd-party trackers: Ready to Test, then feel free to drop in below comment box. You can also report the outdated information.

Please share the article if you find it helpful:

Disclosure: This page may contain affiliate links, which means we may receive compensation for your purchases using our links; of course at no extra cost to you (indeed, you may get special discounts).

Editorial Staff

Editorial Staff at BrowserHow is a team of Web Browser experts whose primary role is ensuring the content is up-to-date with the latest changes and factually correct information. Highly experienced in technical writing, news reporting, troubleshooting, and content management. You can read more about our BrowserHow team.

Share us your thoughts and feedback

Your email address will not be published. Required fields are marked *