In a stunning reversal, Google recently announced its decision to retain third-party cookies in Chrome. This latest twist in the Privacy Sandbox saga isn't just another tech headline it's a wake-up call for the entire digital advertising ecosystem.
The fundamental flaw in Google's approach was its reductionist view of privacy, defined solely in terms of preventing cross-site tracking. This oversimplification raised an impossibly high bar for the Privacy Sandbox APIs, requiring them to enable effective advertising while making cross-site data sharing technically impossible.
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