In a decision that shocked the ad world, Google said Monday it no longer planned to phase out third-party tracking cookies from its Chrome web browser. It will instead introduce a new prompt for users to choose how they want to be tracked across Google's search products.
Google tried to test efforts to replace cookies through an initiative called the Privacy Sandbox... FLoC, Google's initial cookie replacement, was scrapped in 2022 after two years, in part because privacy experts worried it could inadvertently make it easier for advertisers to gather user information.
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