How to prepare for playing in the Google Privacy Sandbox: Q1 2021 update

Updated guidance on Google’s attempts to replace third-party cookies in Chrome.

Back in May 2020 I wrote an article introducing the Google Privacy Sandbox initiative. In this piece I explained the fundamentals of a developer sandbox, why Google was introducing the initiative for retiring third-party cookies and how brands should be preparing for its proposed launch in 2022.

Nine months in the world of digital marketing can often feel like a lifetime, but with a global pandemic thrown in for good measure, now feels like a good time to revisit the topic and see what’s changed.

What’s new in the sandbox?

Although Google openly communicates its ongoing development of...

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