This morning, Google published a blog post, “A new path for Privacy Sandbox on the web.” I strongly recommend giving it a read, but as a quick summary, Google is proposing to change their plans from full-on third-party cookie deprecation to offering users a choice in Chrome on how the browser protects their privacy.

NextRoll has been working on privacy-forward technologies for over four years, along with Google and other industry participants. It has long been our desire to see a more private web for users that also supports publishers and users’ ability to access content and, of course, for businesses to drive revenue and growth through advertising. We believe Privacy Sandbox is on the path to accomplish these high-minded goals.

Because of this position, NextRoll is supportive of this new direction from Google. User choice is a meaningful positive that more firmly asserts that the browser is truly the user’s agent. We posit that it is exceedingly likely that users will make the more private choice. We welcome this because users deserve it and the open web can thrive with it. Advertisers should welcome it too as it will increase trust between them and their clients.

That being said, there are still many open questions. We don’t know when this experience will be available. We don’t know what this experience will look like. Despite our hypothesis, we don’t know the choices users will make. For NextRoll, the most important thing is that we remain committed to working with the industry and consumers to resolve and answer these questions.

The Privacy Sandbox has evolved significantly over the last four years. Through many iterations and new specifications, the industry is zeroing in on better solutions and technologies. I wrote a blog post not long ago about the additional work on Privacy Sandbox we believe is required to make it a full replacement for our present advertising technologies. Privacy Sandbox sits in the middle of software engineering, mathematics, cryptography, and computer science. It’s true research and development. The Privacy Sandbox is not static.

While the Privacy Sandbox is changing, the major constant here is the continued development and investment into it. NextRoll believes in user privacy and the value of the open web. We’re passionate about this, we know Google is passionate about this, and I’ve had the pleasure of working with many others in the industry who are passionate about this. As long as Google is invested in Privacy Sandbox, so are we. As long as consumers benefit, we’re committed. A private web is the future, and we’re going to help make the future happen.