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[Update on April 15, 2022]

Today, we've started an origin trial for the Privacy Sandbox ads relevance and measurement proposals (Topics, FLEDGE and Attribution Reporting APIs) for a limited number of Chrome Beta users. Developers can register and begin to set up their origin trial tests. We will continue to provide regular updates as the origin trial progresses.

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We’re excited to share that Chrome is starting the next stage of testing for the Privacy Sandbox ads relevance and measurement proposals.

Starting today, developers can begin testing globally the Topics, FLEDGE, and Attribution Reporting APIs in the Canary version of Chrome. We’ll progress to a limited number of Chrome Beta users as soon as possible. Once things are working smoothly in Beta, we’ll make API testing available in the stable version of Chrome to expand testing to more Chrome users.

We recognize that developers will need some time to use the APIs, validate the data flows, and measure performance. We are looking forward to companies providing feedback as they move through the different testing phases, which will allow us to continually improve the APIs. Once we’re confident that the APIs are working as designed, we’ll make them broadly available in Chrome, allowing more developers to integrate, evaluate and provide feedback as we continue to optimize them for their use cases.

Developers can expect support from Chrome in the form of developer guidance, regular updates, and a range of feedback and engagement channels. We strongly encourage developers to share feedback publicly and with Chrome, and we’ll closely monitor progress along the way. We also welcome the role industry associations can play in this process, from facilitating collaborative industry tests to aggregating feedback themes.

Chrome will also begin testing updated Privacy Sandbox settings and controls that allow users to see and manage the interests associated with them, or turn off the trials entirely.



Caption: Chrome will be testing updated Privacy Sandbox settings and controls.



The Privacy Sandbox proposals have already benefited substantially from the thoughtful feedback of early testers, and we’re eager to open up testing for more of our proposals. We’ll continue to gather feedback from the ecosystem and to engage with regulators globally, including through our work with the UK’s Competition and Markets Authority in line with our commitments for the Privacy Sandbox on the web. If you’re interested in learning more about the APIs and how you can participate, please see our detailed developer guidance.

Posted by Vinay Goel, Product Director, Privacy Sandbox, Chrome












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A year ago we announced our intention to phase out third-party cookies and replace them with new browser features that are fundamentally more private. Since then, we've been working closely with the broader web community, including W3C, to design and implement new privacy-preserving technology, while also preserving the vitality and sustainability of the open web.

Today more than 30 different proposals have been offered by Chrome and others, including many that we believe are key to rendering third-party cookies obsolete. Early test results are also looking promising (see below)!

We are excited to continue testing this foundational tech with the active involvement of ecosystem partners and industry forums – all to move the web forward, together. What follows are key updates since our announcements last January and October.


Early results, and new proposals ready for testing
Five different Privacy Sandbox proposals are available for testing now – or will be very soon – in key areas 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. In fact, early testing of the Federated Learning of Cohorts (FloC) algorithm shows that new privacy-preserving ad solutions can be similarly effective to cookie-based approaches. This is great news for users, publishers, and advertisers – all of whom are critical for the future of the web – so we’re excited to carry this work forward.


Another important area of focus is user-facing controls. In particular, it’s clear that people will want to tune whether content is tailored to them (or not) – in addition to keeping their private info private. With the Chrome 90 release in April, we’ll be releasing the first controls for the Privacy Sandbox (first, a simple on/off), and we plan to expand on these controls in future Chrome releases, as more proposals reach the origin trial stage, and we receive more feedback from end users and industry. You can find a full update on all trials on our blog.


Involvement across the ecosystem
It’s great to see companies like Salesforce, White Ops, and Yahoo! JAPAN, starting (or preparing) to test initial solutions like Trust Tokens, First Party Sets, and Conversion Measurement. In fact, all developers have access to public Chrome experiments, and the latest guidance can be found on web.dev, so please do test and share feedback. This type of engagement helps ensure that the various APIs work as expected in real-world scenarios, so the more ecosystem participation, the better!


Building better. Together.
One of the things that makes the web so great is that it’s by and for all of us; this is a special quality amongst today’s platforms, and is definitely worth celebrating! It also creates complexity and trade-offs that we have to manage thoughtfully – and collectively – as we introduce new technology. That’s why we continue to engage in industry forums like the W3C, and are in active discussions with independent authorities –  including privacy regulators and the UK’s Competition and Markets Authority – to help identify and shape the best approach for online privacy, and the industry and world as a whole.


So here’s to the users, and coders, and advertisers, and content creators (and so many others) who’ve made, and continue to make the platform what it is today. And here’s to coming together, in service of a more private web.


Posted by Justin Schuh - Director, Chrome Engineering
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Last year we announced a new initiative (known as Privacy Sandbox) to develop a set of open standards to fundamentally enhance privacy on the web. With Privacy Sandbox we’ve been exploring privacy-preserving mechanisms with the web community that protect user data and prevent intrusive cross-site tracking. Our aim is to preserve the vitality of the open web by continuing to enable the rich, quality content and services that people expect, but with even stronger guarantees of privacy and safety. Today we’re sharing progress on this long-term initiative and asking for your continued help in increasing the privacy of web browsing.

In January we shared our intent to develop privacy-preserving open-standards that will render third-party cookies obsolete. Since then, Google and others have proposed several new APIs to address use cases like fraud protection, ad selection, and conversion measurement without allowing users’ activity to be tracked across websites. Following web community input, some of these solutions are now available for experimental testing via Chrome origin trials:
  • Click Conversion Measurement API opened up for testing in September and aims to enable marketers to know whether an ad click resulted in a conversion (for example, a purchase or a sign-up) on another site, without connecting the identity of the user across both sites.
  • Trust Tokens opened up for testing in July and is intended to support a number of use cases evaluating a user’s authenticity, including combating fraud.

If you integrate APIs into your products and services, you can register for access to these and other APIs through Chrome origin trials. We encourage ecosystem stakeholders to participate and share their feedback and results. Developing and implementing web standards which change the core architecture of the web is a complex process, so we are taking a long-term, collaborative approach.


We’re also continuing our work to make current web technologies more secure and private.
  • Earlier this year Chrome started limiting cross-site tracking by treating cookies that don’t include a SameSite label as first-party only, and requiring cookies to be labeled and accessed over HTTPS in order to be available in third-party contexts. With this update — which Edge and Firefox are in the process of adopting — third-party cookies are no longer sent for the 99.9% of registered domains that do not require them, improving privacy and security for the vast majority of sites on the web.
  • In a release early next year, Chrome will also strengthen protection against additional types of network attacks that could hijack the users’ privileged credentials to perform malicious actions on their accounts. 

We’re also rolling out changes in Chrome to mitigate deceptive and intrusive tracking techniques, such as fingerprinting.
  • In September we rolled out an update to prevent inadvertent sharing of information such as users' names and access tokens. When users navigate from one site to another we are reducing the information from the originating page’s URL that is sent to the destination site by default.
  • Also in September, we extended support of Secure DNS in Chrome beyond desktop to Android. Secure DNS is designed to improve user safety and privacy while browsing the web by automatically switching to DNS-over-HTTPS if the user's current provider supports it.
  • Coming soon, we’re also closing the ability for a site to observe other sites that a user might have visited through caching mechanisms.

As always, we encourage you to give feedback on the web standards community proposals via GitHub and make sure they address your needs. And if they don’t, file issues through GitHub or email the W3C group. If you rely on the web for your business, please ensure your technology vendors engage in this process and that the trade groups who represent your interests are actively engaged.

We are appreciative of the continued engagement as we build a more trustworthy and sustainable web together. We will continue to keep everyone posted on the progress of efforts to increase the privacy of web browsing. 


Posted by Justin Schuh - Director, Chrome Engineering


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In August, we announced a new initiative (known as Privacy Sandbox) to develop a set of open standards to fundamentally enhance privacy on the web. Our goal for this open source initiative is to make the web more private and secure for users, while also supporting publishers. Today, we’d like to give you an update on our plans and ask for your help in increasing the privacy of web browsing.

After initial dialogue with the web community, we are confident that with continued iteration and feedback, privacy-preserving and open-standard mechanisms like the Privacy Sandbox can sustain a healthy, ad-supported web in a way that will render third-party cookies obsolete. Once these approaches have addressed the needs of users, publishers, and advertisers, and we have developed the tools to mitigate workarounds, we plan to phase out support for third-party cookies in Chrome. Our intention is to do this within two years. But we cannot get there alone, and that’s why we need the ecosystem to engage on these proposals. We plan to start the first origin trials by the end of this year, starting with conversion measurement and following with personalization.

Users are demanding greater privacy--including transparency, choice and control over how their data is used--and it’s clear the web ecosystem needs to evolve to meet these increasing demands. Some browsers have reacted to these concerns by blocking third-party cookies, but we believe this has unintended consequences that can negatively impact both users and the web ecosystem. By undermining the business model of many ad-supported websites, blunt approaches to cookies encourage the use of opaque techniques such as fingerprinting (an invasive workaround to replace cookies), which can actually reduce user privacy and control. We believe that we as a community can, and must, do better.

Fortunately, we have received positive feedback in forums like the W3C that the mechanisms underlying the Privacy Sandbox represent key use-cases and go in the right direction. This feedback, and related proposals from other standards participants, gives us confidence that solutions in this space can work. And our experience working with the standards community to create alternatives and phase out Flash and NPAPI has proven that we can come together to solve complex challenges.

We’ll also continue our work to make current web technologies more secure and private. As we previously announced, Chrome will limit insecure cross-site tracking starting in February, by treating cookies that don’t include a SameSite label as first-party only, and require cookies labeled for third-party use to be accessed over HTTPS. This will make third-party cookies more secure and give users more precise browser cookie controls. At the same time, we’re developing techniques to detect and mitigate covert tracking and workarounds by launching new anti-fingerprinting measures to discourage these kinds of deceptive and intrusive techniques, and we hope to launch these measures later this year.

We are working actively across the ecosystem so that browsers, publishers, developers, and advertisers have the opportunity to experiment with these new mechanisms, test whether they work well in various situations, and develop supporting implementations, including ad selection and measurement, denial of service (DoS) prevention, anti-spam/fraud, and federated authentication.

We are looking to build a more trustworthy and sustainable web together, and to do that we need your continued engagement. We encourage you to give feedback on the web standards community proposals via GitHub and make sure they address your needs. And if they don’t, file issues through GitHub or email the W3C group. If you rely on the web for your business, please ensure your technology vendors engage in this process and share your feedback with the trade groups that represent your interests.

We will continue to keep everyone posted on the progress of efforts to increase the privacy of web browsing.

Posted by Justin Schuh - Director, Chrome Engineering





















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