Google's Privacy Sandbox: A Pivot, Not an End

Google's Privacy Sandbox project isn't ending, but it's shifting gears. Facing antitrust lawsuits and industry resistance to abandoning cookies, Google will continue improving Chrome's Incognito Mode with features like third-party cookie blocking and IP address masking. However, this means its Privacy Sandbox APIs will play a different role, and Google will work with partners to find a new path. While Google highlights improved ad privacy, its antitrust predicament is likely a more significant factor driving this change.