Google’s Privacy Sandbox may have receded from the spotlight, but one of its central ideas — browser-based ad measurement — is re-emerging through the World Wide Web Consortium (W3C). Here’s what marketers, publishers, and ad tech companies need to know. Google’s decision to step back from deprecating third-party cookies within Chrome, the market’s most popularly used web browser, in early 2025 led to a sigh of relief around the industry, even if it was tinted with some chagrin. However, it didn’t necessarily bring the debate over browser-based ad measurement to an end; instead, it shifted it into a different forum: W3C, a web standards…
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