Privacy Sandbox has exited its testing phase and is now generally available across Chrome browsers.

The relevance and measurement APIs are now available by default in Chrome. These include Topics, Google’s alternative targeting method based on interest signals instead of identifiers; Protected Audience, previously known as FLEDGE, for re-marketing and custom audiences; attribution reporting for measuring conversions at the event or summary level; and private aggregation to generate data reports.

Launching alongside the release are a set of privacy and ad controls for users. These allow individuals to customize or disable which interest-based topics they receive ads for as well as disable individual relevance and measurement APIs.

Privacy Sandbox was first introduced in 2019 as part of what Google has called a privacy-focused approach to letting businesses reach their customers, eventually replacing third-party cookies .

The general availability means that advertisers can begin scaling the use of Privacy Sandbox tools as well as prepare for third-party cookie deprecation. Anthony Chavez, VP of Privacy Sandbox, said in a blog post announcing the rollout that the company doesn’t plan to make any significant changes to the APIs before third-party cookies are phased out. Roughly 3% of Chrome users will remain unaffected by the rollout, so Google can continue to run A/B testing, but the company expects it to reach all users over the coming months.

Google plans to begin phasing out third-party cookies in the second half of 2024. Chavez said that in Q4 of 2023, Google will begin allowing advertisers to simulate the effect of cookie deprecation, and begin turning them off for 1% of Chrome users to facilitate further testing.