Google is set to embark on a groundbreaking partnership with the Infocomm Media Development Authority (IMDA), aiming to equip local businesses in Singapore for a future where privacy is paramount. In this initiative, businesses will be given the opportunity to trial ad tools that eschew the need for third-party cookies, which track users’ online activities.
This move is in line with Google’s 2024 objective to completely eradicate these cookies. By August 2023, businesses registered in Singapore can experiment with Google’s Privacy Sandbox solutions. These solutions are designed to preserve the effectiveness of interest-based ads even in the absence of third-party cookies and cross-app identifiers.
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This venture marks IMDA as the premier APAC regulator to team up with Google to back the testing of technology from its Privacy Sandbox initiative. Consequently, Singaporean businesses can now explore these solutions within IMDA’s Privacy-Enhancing Technologies (PET) Sandbox.
The IMDA-Google: PET x Privacy Sandbox initiative has been conceived for multiple players in the digital arena, including adtech companies, publishers, and developers. This alliance empowers businesses to handle or share data without divulging sensitive information such as customer data.
Anthony Chavez, vice president of Privacy Sandbox, noted that their collaboration with the Singapore government is aimed at prepping the industry for a web devoid of third-party cookies. Chavez emphasized the mutual goal of gathering industry feedback to fine-tune the Privacy Sandbox, thereby fortifying the privacy of users in Singapore and beyond.
The Personal Data Protection Commission (PDPC) expressed its aspirations to bolster Singapore’s position as a trusted data hub in the region, promoting the responsible use of data for business growth and innovation. Deputy Commissioner Denise Wong mentioned their delight to partner with Google in the PET sandbox, with over 70 companies across various sectors participating in their inaugural workshop.
As IMDA focuses on securing Singapore’s cyberspace, it has recently implemented a new code of practice for stricter control on ads on social media accounts of children. This Online Safety Code, effective from 18 July 2023, aims to shield children from content that could negatively impact their physical or mental well-being.
Google initially disclosed its plans to withdraw support for third-party cookies in 2020. The company indicated a breakdown of trust, underscoring the need to cultivate strong customer relationships. However, the deprecation of third-party cookies was deferred to June 2021. Vinay Goel, Chrome’s privacy engineering director, cited the necessity for more time to implement the Privacy Sandbox initiative effectively.
This article is based on a report by Marketing Interactive.
