Google Has a New Plan to Kill Cookies. People Are Still Mad

. Google plans to test Topics in Chrome in the coming months, and the system could change based on feedback.

Then there’s the competition issue. The smaller number of interests assigned to people could potentially hand yet more power to Google in an online advertising industry it already dominates. Paul Bannister, cofounder of the ad management firm CafeMedia, says that Topics seems to be a step forward for people’s privacy, but a potential step back for advertising firms.

“As it stands, Topics seems to be only a solution for the Chrome browser. It is neither cross-browser nor cross-platform,” says Phil Duffield, UK vice president at the Trade Desk, a tech and software company. The companythat is based on identifiers linked to the email address people use to sign in to websites.

Haddadi believes that Topics, in its current form, would improve privacy in Chrome, but that it still falls short of the standard set by almost all other browsers. “It's just raising the bar for Chrome while a lot of other browsers, including Safari, Firefox, Brave, and Tor, already have extensive third-party blocking mechanisms.”

Ultimately, Topics may help Google stay at the top of the advertising industry for decades to come. Regulators could force Google to change its approach—the CMA’s investigation into Google’s Privacy Sandbox is still ongoing, and the regulator has already told the firm

Floc was a good step in the right direction.

And FoxNews will of course lead off with a large picture of a chocolate chip cookie and start ranting about Google wanting to do away with snack foods.

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