"Apple warns iPhone users to stop using Google Chrome, and Microsoft has issued the same warning for Windows users. Now Google has confirmed more bad news for Chrome's 3 billion users. Is it time to quit the world's most popular browser? Google's plan to kill tracking cookies in Chrome centered on its Privacy Sandbox. This explored alternatives to cookies, which sought a balance between user privacy, the ad industry and regulators. That balance was never found. The focus on privacy is over."
"Forbes Microsoft Confirms Emergency Update For Millions Of Windows Users Google has suddenly confirmed privacy initiatives "are being phased out." The Privacy Sandbox, now in its sixth year, has essentially ended just months after Google confirmed tracking is here to stay and there are no viable alternatives. The scale of this reversal is huge. "Google's Privacy Sandbox is officially dead," reports, with Google telling the industry outlet "the entire project is being retired.""
"The Privacy Sandbox has been fraught with issues since its inception. Its first initiative, the so-called Federated Learning of Cohorts (FLoC) was infamously pilloried by Apple's "Flock" remake of Hitchcock's " The Birds, " promoting Safari at Chrome's expense. The list of initiatives now retiring "in light of their low levels of adoption," include: Attribution Reporting API, IP Protection, On-Device Personalization, Private Aggregation, Protected Audience, Protected App Signals, Related Website Sets, SelectURL, SDK Runtime and Topics. In short, pretty much everything."
Google is ending the Privacy Sandbox and phasing out multiple privacy initiatives after low adoption and no viable alternatives to tracking. The phased retirements include Attribution Reporting API, IP Protection, On-Device Personalization, Private Aggregation, Protected Audience, Protected App Signals, Related Website Sets, SelectURL, SDK Runtime and Topics. Federated Learning of Cohorts (FLoC) faced heavy criticism and contributed to earlier controversy. Tracking cookies and digital fingerprinting are effectively remaining in use. Major platforms warned users about Chrome, yet Chrome's market dominance on mobile and desktop remains largely unaffected despite privacy setbacks.
Read at Forbes
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