Google’s Chrome Privacy Sandbox aims to address growing privacy concerns while still allowing advertisers to reach relevant audiences. This initiative was introduced to phase out third-party cookies, which have been the primary method for tracking users across websites.

Instead, it proposes new technologies to enable interest-based advertising without compromising user privacy.
One key feature is FLoC (Federated Learning of Cohorts), which groups users based on interests without revealing individual data. Additionally, Google has proposed conversion measurement tools to track ad performance without using cookies.

The Privacy Sandbox is a step towards Google’s goal of balancing privacy and advertising, with ongoing development and adjustments to meet privacy-first web standards.