Cookies are small files placed on your computer during the course of normal web browsing. They allow websites to recognize repeat visitors, but also enable the $178 billion ad-tech industry. Google originally declared war on cookies in 2020 and has been developing an alternative “Privacy Sandbox” solution ever since. Google’s goal is to balance users’ desire for anonymity with the needs of advertisers (their true customers, it should be noted). Critics claim that the new system will significantly reduce advertising revenue while keeping user data in the hands of an enormous corporation. A recent blog post, though, has clarified that Google will still let “people make an informed choice” and keep third-party cookies enabled if they so choose. It’s a little hard to pick sides here, in my opinion. Advertising isn’t evil and really is a necessary part of our modern society. But the full extent to which we are tracked and marketed to online is rarely made clear. And our ability to control or regulate that tracking is laughable. So I’m watching these developments in the privacy and advertising space and hope that in the long run consumers are able to select the right balance of control.
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