What Does The Privacy Sandbox Initiative Mean For Advertisers?

What Does The Privacy Sandbox Initiative Mean For Advertisers?6 min read

What Does The Privacy Sandbox Initiative Mean For Advertisers?

Google’s Big Commitment 

In early June of this year, Google announced its commitment to making the web a more private and secure place. Google’s announcement was in regards to their Initiative titled “Privacy Sandbox.” The announcement came with a brief overview of Google’s plan for protecting consumer privacy, mainly surrounding how websites collect data and how advertisers use that data. Google noted that they understand that Many publishers and advertisers rely on online advertising to fund their website, and therefore balance is key.

The United Kingdom’s Competition And Markets Authority (CMA) informed Google that they would be investigating the Privacy Sandbox in January of 2021. Additionally, the CMA has been working collaboratively with the Information Commissioner’s Office (ICO) to provide direct input to Google on the Privacy Sandbox Initiative; Something Google believes to be a great opportunity.

Regulations put into place may become legally binding and implemented worldwide. Google explains in this post that they will continuously provide updates and changes to the Information Sandbox plan as it develops and will continue working with the regulators, industry partners, and privacy experts to protect people’s privacy online. (

What Is The Privacy Sandbox Exactly?

As time progresses, the form in which the Privacy Sandbox will change and develop before its fully launched in mid-2023. As of now, Google has provided us with a pretty good idea of what we should expect the Privacy sandbox to look like in the coming years. In short, the Privacy Sandbox Initiative is an open-source effort to develop a set of new technologies in the form of web standards.

There have been 30 proposals made so far since testing launched with a small number of Chrome users in 2019. Generally speaking, the Privacy Sandbox Initiative hopes to accomplish quite a bit, like consumer fraud and spam protection, greater data anonymity, and tracking restrictions. Holistically, Google’s Initiative consists of three main pillars:

  1. Prevent tracking as consumers browse the web.
  2. Enable publishers to build sustainable sites that respect your privacy.
  3. Preserve the vitality of the open web. 


Thus far, five of the 30 proposals have been or are soon to be implemented on Google Chrome for testing. The five currently being tested deal with things like fraud detection, the tailoring of content, first-party treatment of a company’s owned and related domains, ads measurement, and a private-by-default way to request browser info. 


So What Does This Mean For Advertisers? 

Advertisers may be wondering, should I be worried about the Privacy Sandbox Initiative? The answer, in short, is no. Google generates a substantial percentage of its overall revenue from Google Ads. It’s where Alphabet, Google’s parent company, generates 80% of its revenue, $147 billion in 2020 alone, according to Alphabet’s revenue report. That being said, Google considers companies that advertise to be significant stakeholders in implementing the Privacy Sandbox. Let’s take a deeper dive into the major changes for advertisers. 

No More 3rd Party Cookies.

  • 3rd party cookies are a useful but invasive form of data collection that goes against Google’s commitment to data anonymity. These cookies track individual users and help websites and advertisers tailor their information to provide a better web experience. Fully removing these cookies without an alternative led to a poor user experience. Google, however, created what is called the Federated Learning of Cohorts (FLoC.) The FLoC operates on the concept of safety in numbers. Currently, cookies will take data from web users, store that data, and tailor web content and advertising to their interests. (FloC) takes a different approach. (Floc) uses techniques such as differential privacy, k-anonymity, and on-device processing. What this means, in essence, is that first, user data is sent back and forth with no personal identifiers of consumers. Second, Individuals are put into data sets based on search history. Opposed to cookies, these individuals are then put into a group of 1,000 people. This means to a website or advertiser; you are indistinguishable from the 999 other people in your set. And third, computation takes place on your device and is not shared with any external server. Google’s testing has confirmed that (Floc) is at least 95% as effective as cookies when looking at conversions per dollar spent; a bit of good news for advertisers. When fully implemented, the change in conversions will be essentially unnoticeable.



End of Fingerprinting and Covert Tracking.

  • Fingerprinting is the process of collecting data from individuals such as screen size, resolution, web browser, etc., to identify individuals using their site. The problem with this is you do not consent to this practice per se. There is no straightforward way to opt-in or out of this practice when entering a site. This is viewed to be a little sneaky, hence the term “Covert Tracking.” Google plans to implement a limit of information that a website can collect on users. As a result, websites need to be more specific about what kinds of information they are tracking. 


Ads Based On Sites You’ve Visited

  • The use of consumer data collected by cookies has made the task of getting your ad in front of the right people online much more streamlined. They allow you to understand what types of sites and products your users are interested in, their interests, and if they are in the market for specific products. Without these tools, an advertiser’s job becomes challenging. The question becomes, without the reliance on cookies, how will I reach the right people? Google, however, has proposed a solution to this problem. The concept is simple: as consumers move across the web, sites of advertisers they have visited can inform their browser that they would like to show you ads in the future. Advertisers can even directly share information with your browser, including the specific ads they’d like to show you and how much they’d be willing to pay to show you an ad.


When Will This All Be Implemented?

The Privacy Sandbox has been in testing for some time now and is still a ways off from being fully implemented. Google has simplified the process and has established two Stages. These Stages will take place over several months and are relatively general at this time. Stage one will occur after Google has completed testing all of the proposals, resulting in a clearly defined definition of what the Privacy Sandbox will mean for Google users.

Stage 1 (Starting Late 2022)

  • During this stage, publishers and the advertising industry will be given nine months to migrate their systems over to comply with the new measures. This nine-month period is more or less an estimate, and stage 2 will not be fully launched until Google has had the chance to thoroughly monitor this process’s adaptation and feedback. 

Stage 2 (Starting Mid 2023) 

  • During this stage, Google will begin phasing out third-party cookies over three months. 


What the Privacy Sandbox will ultimately look like in the end is not 100% clear as of now, and publishers and advertisers need to stay up to date with new info Google provides. Information on the timeline of the Privacy Sandbox can be found on Google’s Blog “The Keyword” Or (

Eligibility: The Pepper Gang Free Website Giveaway (or “Giveaway”) is open only to those who submit a video on and who are at least 18 years of age as of the date of entry. The giveaway is only open to legal residents of the New England region of the United States of America (Maine, Vermont, New Hampshire, Massachusetts, Connecticut and Rhode Island) and is void where prohibited by law. Employees of Pepper Gang, their respective affiliates, subsidiaries, advertising and promotion agencies, suppliers and their immediate family members and/or those living in the same household of each are not eligible to participate in the giveaway. The giveaway is subject to all applicable federal, state and local laws and regulations. 

Agreement to Rules: By participating, you agree to be fully unconditionally bound by these Rules, and you represent and warrant that you meet the eligibility requirements set forth herein. In addition, you agree to accept the decisions of Pepper Gang, as final and binding as it relates to the content. The giveaway is subject to all applicable federal, state and local laws.

Giveaway Period: Entries will be accepted online starting on 09/01/2021 and ending 10/01/2021. All online entries must be received by 10/01/2021 at 11:59PM EST.

How to Enter: The giveaway must be entered by submitting an entry using the online form provided on the website. The entry must fulfill all giveaway requirements, as specified, to be eligible to win the free website. Entries that are not complete or do not adhere to the rules or specifications may be disqualified at the sole discretion of Pepper Gang. You may enter only once and you must fill in the information requested. You may not enter more times than indicated by using multiple email addresses, identities or devices in an attempt to circumvent the rules. If you use fraudulent methods or otherwise attempt to circumvent the rules your submission may be removed from eligibility at the sole discretion of Pepper Gang.

Prize: Winners will receive one free, 5 page website, one year of website hosting for free, free logo creation, free video content or photoshoot, and a free, non-premium domain name valued at over $20,000. No cash or other prize substitution permitted except at Pepper Gang’s discretion. The prize is non-transferable. Any and all prize related expenses, including without limitation any and all federal, state, and/or local taxes shall be the sole responsibility of Pepper Gang. No substitution of prize or transfer/assignment of prize to others or request for the cash equivalent by winners is permitted. Acceptance of prize constitutes permission for Pepper Gang to use the winner’s name, likeness, and entry for purposes of advertising and trade without further compensation, unless prohibited by law.

Winner selection and notification: Pepper Gang will select three top finalists that we feel should be in the running for the winning of the free website. Pepper Gang will have these three finalists available to be voted on by 10/01/2021. The public will have one week to vote on which finalist should win. Whoever amounts to the greatest number of votes will win. Winners will be notified via email to the email address they entered the giveaway within five (5) days following the winner selection. Pepper Gang shall have no liability for a winner’s failure to receive notices due to winners’ spam, junk e-mail or other security settings or for winners’ provision of incorrect or otherwise non-functioning contact information. If the selected winner cannot be contacted, is ineligible, fails to claim the prize within 3 days from the time award notification was sent, or fails to timely return a completed and executed declaration and releases as required, prize may be forfeited and an alternate winner selected. 

The receipt by the winner of the prize offered in this giveaway is conditioned upon compliance with any and all federal and state laws and regulations. ANY VIOLATION OF THESE OFFICIAL RULES BY ANY WINNER (AT PEPPER GANG’S SOLE DISCRETION) WILL RESULT IN SUCH WINNER’S DISQUALIFICATION AS WINNER OF THE GIVEAWAY AND ALL PRIVILEGES AS WINNER WILL BE IMMEDIATELY TERMINATED.

Rights Granted by you: By entering this content you understand that Pepper Gang, anyone acting on behalf of Pepper Gang, or its respective licensees, successors and assigns will have the right, where permitted by law, without any further notice, review or consent to print, publish, broadcast, distribute, and use, worldwide in any media now known or hereafter in perpetuity and throughout the World, your entry, including, without limitation, the entry and winner’s name, portrait, picture, voice, likeness, image or statements about the giveaway, and biographical information as news, publicity or information and for trade, advertising, public relations and promotional purposes without any further compensation.

Terms: Pepper Gang reserves the right, in its sole discretion to cancel, terminate, modify or suspend the giveaway should (in its sole discretion) a virus, bugs, non-authorized human intervention, fraud or other causes beyond its control corrupt or affect the administration, security, fairness or proper conduct of the giveaway. In such a case, Pepper Gang may select the recipients from all eligible entries received prior to and/or after (if appropriate) the action taken by Pepper Gang. Pepper Gang reserves the right at its sole discretion to disqualify any individual who tampers or attempts to tamper with the entry process or the operation of the giveaway or website or violates these Terms & Conditions.

Pepper Gang has the right, in its sole discretion, to maintain the integrity of the giveaway, to void votes for any reason, including, but not limited to; multiple entries from the same user from different IP addresses; multiple entries from the same computer in excess of that allowed by giveaway rules; or the use of bots, macros or scripts or other technical means for entering.

Any attempt by an entrant to deliberately damage any web site or undermine the legitimate operation of the giveaway may be a violation of criminal and civil laws and should such an attempt be made, Pepper Gang reserves the right to seek damages from any such person to the fullest extent permitted by law.

By entering the giveaway you agree to receive email newsletters periodically from Pepper Gang. You can opt-out of receiving this communication at any time by clicking the unsubscribe link in the newsletter.

Limitation of Liability: By entering you agree to release and hold harmless Pepper Gang and its subsidiaries, affiliates, advertising and promotion agencies, partners, representatives, agents, successors, assigns, employees, officers and directors from any liability, illness, injury, death, loss, litigation, claim or damage that may occur, directly or indirectly, whether caused by negligence or not, from (i) such entrant’s participation in the giveaway and/or his/her acceptance, possession, use, or misuse of any prize or any portion thereof, (ii) technical failures of any kind, including but not limited to the malfunctioning of any computer, cable, network, hardware or software; (iii) the unavailability or inaccessibility of any transmissions or telephone or Internet service; (iv) unauthorized human intervention in any part of the entry process or the Promotion; (v) electronic or human error which may occur in the administration of the Promotion or the processing of entries.

Disputes: THIS GIVEAWAY IS GOVERNED BY THE LAWS OF THE UNITED STATES OF AMERICA AND MASSACHUSETTS, WITHOUT RESPECT TO CONFLICT OF LAW DOCTRINES. As a condition of participating in this giveaway, participants agree that any and all disputes which cannot be resolved between the parties, and causes of action arising out of or connected with this giveaway, shall be resolved individually, without resort to any form of class action, exclusively before a court located in Massachusetts having jurisdiction. Further, in any such dispute, under no circumstances will participant be permitted to obtain awards for, and hereby waives all rights to claim punitive, incidental, or consequential damages, including reasonable attorneys’ fees, other than participant’s actual out-of-pocket expenses (i.e. costs associated with entering this giveaway), and participant further waives all rights to have damages multiplied or increased.

Privacy Policy:  Information submitted with an entry is subject to the Privacy Policy stated on the Pepper Gang Website.

Sponsor:  The Sponsor of the giveaway is Pepper Gang, 21 Union St. Boston, MA 02108, USA.

Fill out the form for your chance to win

Request Information For Your Next Highly Converting Website Below.

Request Your Hard Copy Of The MasterPlan for Google Ads eBook below.

Download The MasterPlan for Google Ads: Optimization and Opportunities eBook below.
Fill out the form and we will email you a copy.

Download The MasterPlan for Google Ads: Understanding Google Ads eBook below.
Fill out the form and we will email you a copy.

Download The MasterPlan for Google Ads: Thinking Outside the Box eBook below.
Fill out the form and we will email you a copy.

Download The MasterPlan for Google Ads: Nurturing Your Leads eBook below.
Fill out the form and we will email you a copy.