Zak Doffman has covered security, surveillance and privacy on Forbes since 2018. His focus includes the latest updates from the world’s largest tech companies, staying safe on smartphones and social media, and the dangers of AI.
In short, you will still be tracked and there’s no end in sight. Almost all other browsers have now killed off cookies. Chrome is the standout. And we are going round and round in circles. Google has spent years trying to find a way out of the tracking cookie mess it created but has outgrown. Alas, to no avail. The issue is that alternatives which water down or anonymize tracking risk changing the balance in an industry that has been built on user data. There’s no easy way out.
This Privacy Sandbox debacle has been going on for so long now, that a baby born when it started is now school age, and there’s still no logical path through. Everyone needs to earn—the industry and Google depend on it. Unlike other browsers that don’t dominate the web, Chrome cannot just switch off tracking. And so a 2024 lens is being applied to years-old technologies to try to balance interests.
“We will need to carefully consider Google’s new approach,” the CMA replied then, inviting views “on Google’s revised approach, including possible implications for consumers and market outcomes.” Well, unfortunately for Google, “based on careful consideration of the responses we received,” the CMA says now, “competition concerns remain under Google’s revised approach.
Google Google Chrome Tracking Nightmare Competition And Markets Authority Chrome Windows 10 Warning Windows 11 Warning Google Privacy Chrome Cookies Chrome Vs Safari
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