Google wants your Google Account to be the only Identity Signal available on the web.
This feature is available right now in Analytics and Ads. It's called "Google Signals." The documentation is publicly available, although it's a little scattered between different product page. I'll summarize:
If the user is using Chrome, and is logged into their Google Account, then you can use that instead of cookies. This is used for pulling in demographic information, cross-domain tracking, and cross-device tracking (something even 3rd-party cookies can't do without fingerprinting!).
The Privacy Sandbox kills other channels that might be an identity signal. Meaning ones available to parties other than Google.
Even as an anti-Google zealot who disapproves of this, I'll admit there are some ancillary benefits. For one, I honestly do believe that Google intends to kill fingerprinting, because it's in their interest to do so. For another, Google does offer a setting "disable personalized advertising" which will centrally let you opt-out of this tracking.
But most people are surprised when they find out that things already work this way, which to me already puts it on ethically dubious foundations from a privacy perspective. And, of course, the monopoly issue.
This feature is available right now in Analytics and Ads. It's called "Google Signals." The documentation is publicly available, although it's a little scattered between different product page. I'll summarize:
If the user is using Chrome, and is logged into their Google Account, then you can use that instead of cookies. This is used for pulling in demographic information, cross-domain tracking, and cross-device tracking (something even 3rd-party cookies can't do without fingerprinting!).
The Privacy Sandbox kills other channels that might be an identity signal. Meaning ones available to parties other than Google.
Even as an anti-Google zealot who disapproves of this, I'll admit there are some ancillary benefits. For one, I honestly do believe that Google intends to kill fingerprinting, because it's in their interest to do so. For another, Google does offer a setting "disable personalized advertising" which will centrally let you opt-out of this tracking.
But most people are surprised when they find out that things already work this way, which to me already puts it on ethically dubious foundations from a privacy perspective. And, of course, the monopoly issue.