https://privacysandbox.com/news/privacy-sandbox-update
In a major policy reversal, Google has abandoned its plans to phase out third-party tracking cookies in its Chrome web browser.
The tech giant, which has faced intense scrutiny and regulatory pressure over its Privacy Sandbox initiative, will instead introduce a new system that gives users more control over their data.
The decision comes after years of delays and industry backlash. While Apple and Mozilla have already blocked third-party cookies, Google’s dominance in the browser market made its implementation more complex.
Privacy advocates and competitors have raised concerns about Google’s proposed alternatives, arguing that they could still allow for extensive user tracking. Apple, for instance, has criticized Google’s Topics API, claiming it could be used to create detailed user profiles.
The UK’s Competition and Markets Authority (CMA) is closely monitoring Google’s new approach and will assess its impact on user privacy and competition in the digital advertising market.
This latest development marks another chapter in the ongoing battle between tech companies, regulators, and privacy advocates over the future of online advertising and user data.