Why Privacy Badger Opts You Out of Google’s “Privacy Sandbox”

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The latest update of Privacy Badger opts users out of ad tracking through Google’s “Privacy Sandbox.” 

Privacy Sandbox is Google’s way of letting advertisers keep targeting ads based on your online behavior, even after Chrome completes its long overdue phaseout of third-party cookies. Third-party cookies were once the most common form of online tracking technology, but other major browsers, like Safari and Firefox, started blocking them several years ago. Google pledged to do the same all the way back in 2020. Several delays later, Google has finally begun the phaseout this year. Notably, Google Chrome remains the only major browser that lacks meaningful privacy protections by default.

Privacy Sandbox might be less invasive than third-party cookies, but that doesn’t mean it’s good for your privacy. Instead of eliminating online tracking, Privacy Sandbox simply shifts control of online tracking from third-party trackers to Google. With Privacy Sandbox, tracking will be done by your Chrome browser itself, which shares insights gleaned from your browsing habits with different websites and advertisers. Despite sounding like a feature that protects your privacy, Privacy Sandbox ultimately protects Google’s advertising business.

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