Google is trying to develop a set of open standards that enhances privacy on the web while supporting a free, open and democratic Internet through digital advertisements. Google is seeking out ideas and feedback from publishers, advertisers, web and tech communities, developers, as well as privacy advocates. The company has already introduced some immediate privacy and security-oriented measures in its web browser, including better classification of cookies, highlighted settings, and fingerprint blocking. Google also understands that developing new web standards as a universal solution for sites and browsers is a complex process that can take years and involve significant thought, debate, and input from many stakeholders.
Source: https://thehackernews.com/2019/08/google-privacy-sandbox-ads.html