"For years, Google promised to make the internet respect your privacy. It came up with a grand plan that included blocking third-party cookies by default -something its competitors like Safari and Firefox already do. Cookies, you'll remember, are those little pieces of code that websites use to track your activity across the internet. It's how advertisers are able to target you with products they know you're interested in because they know how you spend your time online."
"Chrome, the world's most popular browser, was going to lead the charge by blocking third-party cookies by default. Instead, it came up with an alternative, called Privacy Sandbox, which would let marketers measure and target ads without directly spying on anyone. After years of slowly backing down, Google said in April that it wasn't going to kill off third-party cookies at all. Now, it's saying it's ending Privacy Sandbox altogether."
Google pledged to improve online privacy by planning to block third‑party cookies and by developing Privacy Sandbox as an alternative for ad measurement and targeting. Privacy Sandbox aimed to let marketers measure and target ads without direct cross‑site tracking. After years of retreat, Google announced it will not phase out third‑party cookies and is deprecating most Privacy Sandbox components. Topics, Attribution Reporting, Protected Audience, IP Protection, Shared Storage, and SDK Runtime are being deprecated, leaving only a few APIs like CHIPS and FedCM and noncommittal statements about continued engagement. Google is thus declining to force the web to adopt its proposed privacy changes.
Read at Inc
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