Google Chrome's revised approach to cookies focuses on elevating user choice, leading to potential increases in opt-outs resembling Apple's AppTrackingTransparency. The impact on cookie opt-outs will depend on the specific user choice mechanism Google adopts.
ID bridging, a practice revealed by Chrome's January deprecation of cookies for 1% of traffic, raises ethical debates on its usage. As cookies decrease post-Google's consent choices, ID bridging remains pertinent in the evolving ad tech landscape.
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