Google’s Privacy Sandbox is a set of standards and proposals developed to improve user privacy on the web. The goal of these standards is to create a healthy and ad-supported web while rendering third-party cookies obsolete. In the face of increased demand for user privacy, Google is trying to find a middle ground between providing a greater degree of privacy to site visitors and allowing third parties to gather user data for advertising purposes.
The Sandbox features a series of privacy-preserving APIs that support marketing and business models in a world without third-party cookies. The APIs allow for things like conversion measurement and ad selection without having to reveal the personal and private information of individuals.
Google is currently looking for feedback from advertisers, ad tech companies, and publishers to provide suggestions, recommend missing use cases, and share info about how they believe their goals are achievable in a privacy-safe environment.