The Privacy Sandbox initiative, a Chrome-led project, is introducing new key relevancy and measurement APIs to Chrome Stable. This move is scheduled for the third quarter of 2023, with the focus on Chrome Stable 115 as the specific release platform.
Revealing the details. The APIs configured to run are:
Themes: Generate signals for interest-based advertising without third-party cookies or other user identifiers that track people across the Sites.
Protected audience: Select ads to show remarketing use cases and custom audiences, designed to mitigate third-party tracking across sites. (This API was previously called FLEDGE. As we move toward release, we’ve updated the name to better reflect the functionality.)
Attribution Reports: Link ad clicks or views to conversions. Ad technicians can generate event-level or summary reports.
Private Aggregation: Generate aggregated data reports with data from protected audiences and data between shared storage sites.
Shared storage: Allows unlimited write access to cross-site storage with privacy-preserving read access.
Closed frames: Securely embed content on a page without sharing data between sites.
The APIs will be gradually rolled out to all users. The Chrome team will closely monitor issues to ensure a seamless integration.
Why we care The six new measurement and relevance APIs will provide tools to generate interest-based advertising signals and correlate ad clicks or views with conversions, all without using third-party cookies. Not only does this approach provide more privacy-focused methods for ad targeting and measurement, it also prepares advertisers for a future where third-party cookies are no longer viable.
Updated user controls. A major improvement with this release is the addition of advanced ad privacy controls. These controls give users more granular management of the new APIs, providing an additional layer of privacy and giving users control over their browsing experience.
Here’s what the new user controls might look like:
Test version of an updated Chrome ad privacy interface.
Application dates open. To manage the expected interest from developers, a registration process has been created. Starting in June, developers can apply for API access, which will be granted in August. This ensures a controlled and organized introduction of the APIs to the wider developer community.
General Availability (GA), as referenced in the project timeline, means that these APIs will be available by default in Chrome. However, immediate availability in all Chrome browsers is not guaranteed. The gradual release strategy will allow users to directly control the activation of these APIs.
Offering feedback. Comments can be shared here. The Chrome team also created this feedback form.
Read the announcement. Preparing to ship the privacy test relevance and measurement APIs.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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