Google's Privacy Sandbox project continues despite challenges, focusing on enhancing Chrome's Incognito Mode for better user privacy by blocking third-party cookies and masking IP addresses. This initiative aims to improve ad privacy, although industry adoption remains uncertain due to ongoing reliance on cookies. Google's legal troubles heighten scrutiny over its market dominance, particularly after losing multiple antitrust cases. There are concerns that while the proposed privacy features may improve user data protection, they could also strengthen Google's control over ad tech instead of reducing it.
Chavez admits that this change will mean Google's Privacy Sandbox APIs will have a "different role to play" in the market, indicating a shift in strategy amid privacy improvements.
While Google focuses on how ad privacy has improved, the changes in Google's legal exposure, including losing three antitrust cases, are more pressing.
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