@inproceedings{3fba800ab2ea4343b09f4b733492af80,
title = "Privacy Settings and Ad Perception: The Shift from Third-Party Cookies to the Privacy Sandbox",
abstract = "Online behavioral advertising, heavily reliant on privacy-invasive third-party cookie tracking, faces a significant shift as browsers like Safari, Brave, and Firefox have already deprecated them. Google Chrome announced its parallel move with the {"}Privacy Sandbox Initiative{"}in 2019, proposing privacy-preserving advertising mechanisms. The extent to which Privacy Sandbox can deliver comparable ad effectiveness to the established third-party cookies system will likely determine its adoption as a widespread alternative. This paper presents the first user study evaluating the impact of Privacy Sandbox APIs on ad perception. Our findings show that users perceive Privacy Sandbox ads as less relevant and exhibit lower purchase intent compared to third-party cookie-based ads, without a corresponding increase in perceived privacy protection. These results contribute to the ongoing assessment of Privacy Sandbox as an alternative to third-party cookies.",
keywords = "Advertising, Privacy Sandbox, Third-party cookies, Tracking",
author = "Abir Benzaamia and Oana Goga",
note = "Publisher Copyright: {\textcopyright} 2026 Copyright held by the owner/author(s).; 2026 CHI Conference on Human Factors in Computing Systems, CHI 2026 ; Conference date: 13-04-2026 Through 17-04-2026",
year = "2026",
month = apr,
day = "13",
doi = "10.1145/3772318.3790444",
language = "English",
series = "Conference on Human Factors in Computing Systems - Proceedings ",
publisher = "Association for Computing Machinery",
editor = "Nuria Oliver and Shamma, \{David A.\} and Heloisa Candello and Pablo Cesar and Pedro Lopes and Alessandro Bozzon and Thomas Kosch and Vera Liao and Xiaojuan Ma and Valentino Artizzu and Fiona Draxler and Gustavo Lopez and Reinschluessel, \{Anke V.\} and Xin Tong and \{Toups Dugas\}, \{Phoebe O.\}",
booktitle = "CHI 2026 - Proceedings of the 2026 CHI Conference on Human Factors in Computing Systems",
}