While Google is increasingly trying to diversify its business through cloud computing and hardware, advertising remains its core source of revenue. However, advertisers are tracking users online, essentially in conflict with broader privacy protection. To this end, Google's proposed "Privacy Sandbox" aims to develop new standards that will continue to support free access to content while increasing privacy and helping to create a more private network.
Google's "Privacy Sandbox" supports some level of personalization while still protecting the privacy of users. But this initiative is not only to promote privacy, but is also intended to support the use of advertising, although the premise is to avoid undermining efforts to protect user privacy.
What Google wants to do is change the incentive structure of the advertising ecosystem, aiming to provide advertisers with the tools they need without compromising the interests of publishers while still respecting the privacy of users, rather than trying to circumvent browser cookies and fingerprints. limit. This is not a simple change, as Google has admitted, it will take years.