It’s this unhappy situation that’s behind the failure of FLoC, Google’s self-heralded attempt to deploy anonymized tracking across the web. And any new technology simply adds to that complexity and cannot exist in isolation.
There is already a complex spider’s web of trackers and data brokers in place. But the issue is that even Google’s staggering level of control over the internet advertising ecosystem is not absolute. Google’s Privacy Sandbox is supposed to fix this, to serve the needs of advertisers seeking to target users in a more “privacy preserving” way.
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