Google has conceded defeat to Privacy Sandbox, hoping to replace Third Party Cookies, while Chrome will continue to use Third Party Cookies as usual. Google introduced Privacy Sandbox for the first time in 2019 as a solution for targeted advertising on the web based on user interests, with more respect for privacy than cookies (the principle is to target ads based on group interests, rather than individual targeting). However, Google’s initial efforts in early 2021 were unsuccessful, with no other browser adopting it, forcing Google to adjust its approach. Despite multiple attempts, Google has ultimately had to scale back. This news confirms their surrender to Privacy Sandbox.
Source: Privacy Sandbox
TLDR: Google surrenders to Privacy Sandbox after failed attempts to replace Third Party Cookies, ultimately scaling back their efforts.
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