Google's forthcoming Chrome browser update includes a one-time global prompt for users regarding third-party cookie tracking, but expectations for a major overhaul remain unmet. During the IAB Annual Leadership Meeting, Anthony Chavez from Google’s Privacy Sandbox announced the change and the intention to align web advertising with consent models prevalent in mobile apps. While there's a new feature to allow users to hide their IP addresses in incognito mode, the industry response has been largely indifferent, reflecting ongoing frustration with the gradual pace of privacy updates.
"I figured something like this would happen - where it [the consent choice] is sent back to users to decide. I am not even sure why they didn't do this from the beginning."
"The latest details on how the Chrome browser will ask users if they want to be tracked by third-party cookies has only stirred up more questions than answers - par for the course at this point."
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