It turns out that building a wall around only half a chicken coop is not especially effective-especially when some of the foxes are already hanging around inside. ![]() 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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