"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? 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.""
"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'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. 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."
Google confirmed that Privacy Sandbox initiatives are being phased out, ending years of work to replace tracking cookies in Chrome. The decision keeps tracking mechanisms intact and abandons multiple privacy-focused APIs and proposals, including Topics, Attribution Reporting API, IP Protection, On-Device Personalization, Private Aggregation, and others. The change follows low adoption of those initiatives and earlier controversy around projects such as FLoC. Major platform vendors warned users about Chrome, and the reversal affects roughly 3 billion Chrome users. The industry failed to find a balance between privacy, advertising needs, and regulation, leaving no viable alternatives.
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