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# Privacy Sandbox
- URL: https://www.adlingo.org/glossary/privacy-sandbox/
- Published: 2025-01-15T09:59:00.000Z
- Updated: 2025-01-15T09:59:00.000Z
- Description: Google's initiative to build privacy-preserving web standards for advertising in Chrome. In October 2025, Google retired most of its APIs, including Topics, Protected Audience and Attribution Reporting.
- Author: Travis Lusk
- Tags: Google & Regulation, #glossary, #Import 2026-10-27 17:05

Google's multi-year project to replace third-party cookie functionality with privacy-preserving alternatives built into Chrome. Topics API was meant to replace interest-based targeting. Protected Audience was meant to replace remarketing. Attribution Reporting was meant to replace conversion measurement. The industry's skepticism was structural: Google was building the replacement for a system it also benefits from, inside a browser it controls. In April 2025, Google decided to keep third-party cookies in Chrome. In October 2025, it retired most of the Sandbox APIs after adoption stalled. The Privacy Sandbox was not wrong as an engineering direction. As a governance arrangement, the market never bought in.