Google's Privacy Sandbox is evolving based on feedback from stakeholders. Key updates include enhanced deal support, new "clickiness" signals for bidding, and extending the interest group lifespan from 30 to 90 days. These changes aim to improve ad performance while maintaining user privacy. Active participation from the industry is crucial for further development, balancing enhancements with user privacy.
Google has delayed the phase out of third-party cookies again due to concerns from the UK's Competition and Markets Authority (CMA). The CMA believes the removal would unfairly advantage Google over competitors. Despite efforts, Google hasn't fully addressed the CMA's issues, leading to the delay of the phase out. This causes concern in the ad industry due to the significant shift in data insights it will cause.
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