The big question for Google, along w

[robiulhasan]

ith other ad tech companies like Criteo, is: Can they provide cookie-like tracking capabilities, while preserving the privacy of individual users?

This seems like an insoluble paradox. Especially since any short-term workarounds that do not preserve privacy will be shut down by regulators. The UK’s data protection authority, the Information Commissioner's Office (ICO), has responded to Google’s latest plans by stating, “We are disappointed that Google has changed its plans and no longer intends to deprecate third party cookies from the Chrome browser.” It remains to be seen if they will take further action and they will want Google to cont cell phone plans in the us inue to take steps to reduce invasive tracking.

As part of their July statement, Google announced a ‘Privacy Sandbox’, which uses federated learning to aggregate and anonymize data from individual devices. The private data will remain on the device, but the algorithm will still be able to learn from patterns across different cohorts.

Source Google
Under this proposal, advertisers would not be able to target individual users, as they can today through remarketing. Instead, they would target groups that exhibit behaviors that imply an interest in their product or service.