The U.K.'s Competition and Markets Authority has expressed ongoing competition concerns regarding Google's approach to tracking, indicating that users will still be tracked for the foreseeable future.
Google has been struggling to find a viable alternative to tracking cookies, and its proposed changes risk altering the delicate balance of an industry fundamentally reliant on user data.
With nearly all other web browsers phasing out cookies, Chrome remains an outlier, leading to a prolonged and unresolved debate on how digital advertising will evolve.
The ongoing Privacy Sandbox initiative is now at risk of being undermined due to antitrust scrutiny, which threatens the foundational strategies of Google and the broader advertising ecosystem.
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