In the ongoing saga that is Google’s struggle to replace tracking cookies, we have entered a new phase. But whether that’s good news is another matter.
For years, Google has been saying it will phase out the third-party tracking cookies that power much of its advertising business online, proposing new ideas that would allegedly preserve user privacy while still providing businesses with steady revenue streams.
But it’s not been straight forward for Google. As we
reported in July, 2024, the tech giant said that due to feedback from authorities and other stakeholders in advertising, Google was looking at a new path forward in finding the balance between privacy and an ad-supported internet.
