Google's Privacy Sandbox has evolved through extensive feedback from developers, businesses, users, advocates, and regulators. Recent updates aim to enhance user choice and maintain an open development process. Key developments in the first half of 2024 include testing core Privacy Sandbox technologies like Topics, Protected Audience, and Attribution Reporting APIs, leading to several proposed enhancements.
Enhanced Deal Support
Advertisers often use deals or private marketplaces to buy premium inventory and audiences. To support this, Google proposes updating the fields within interest groups to include deal information (deal ID and seat ID). This will be subject to the same k-anonymity checks as other cross-site information.
New “Clickiness” Signals for Bidding
"Clickiness" measures a user's likelihood to interact with ads. The proposed update allows companies to register views and clicks with the browser. At bidding time, the browser counts these interactions to optimize ad spend without tracking individual browsing history. These signals will be accessible only in isolated JavaScript functions, with reporting data limited to noised, summed counts.
Extended Interest Group Lifespan
Currently, a Protected Audience interest group has a lifespan of 30 days. To support advertisers with longer purchase lifecycles, such as travel or automotive, Google proposes extending this lifespan to 90 days. This change aims to improve performance for advertisers with longer customer journeys.
Balancing Continuous Enhancements with Growing Momentum
Privacy Sandbox is committed to balancing stakeholder input with continuous enhancements. The latest updates include deal support, clickiness signals, and extended interest group lifespan. Active participation from the ecosystem is crucial for shaping these technologies to meet industry needs. Google remains dedicated to collaborating with stakeholders to enhance Privacy Sandbox and advance online privacy.
