"Google's plan to kill tracking cookies in Chrome centered on its Privacy Sandbox. This explored alternatives to cookies, seeking 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."
"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."
"A major setback for user privacy. dpa/picture alliance via Getty Images Updated, Oct. 21 with an industry response to Google's retreat on user privacy. 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 more than 3 billion users. Is it time to quit the world's most popular browser?"
Google is abandoning the Privacy Sandbox and phasing out related privacy initiatives after years of development aimed at replacing third-party tracking cookies in Chrome. The decision follows low adoption of proposed APIs and a conclusion that viable alternatives to cookie-based tracking are not available. Multiple components, including FLoC, Attribution Reporting API, IP Protection, On-Device Personalization, Private Aggregation, Protected Audience, and Topics, are being retired. The reversal ends a major industry effort to balance user privacy, advertising requirements, and regulatory pressure, leaving tracking cookies effectively in place for Chrome users.
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