Overview

• Google Vice President Anthony Chavez announced the remaining Privacy Sandbox technologies are being sunset due to low adoption.
• A Google spokesperson told AdWeek the company is retiring the entire initiative and moving away from the Privacy Sandbox branding while continuing privacy work across Chrome, Android and the web.
• The decision follows Google’s 2024–2025 moves to keep third‑party cookies in Chrome by maintaining its existing cookie choice approach rather than deprecating cookies.
• Launched in 2019 to offer on‑device, privacy‑preserving ad APIs, the program struggled to gain industry uptake despite tests that cut cookies for tens of millions of Chrome users.
• Regulators in the UK and the United States scrutinized the effort over potential competition concerns, adding pressure to an initiative that never achieved broad adoption.