<p><pre><code> The idea is that instead of the dozens of third-party cookies placed on websites by different advertisers and tracking companies, Google itself will track your interests in the browser itself, controlling even more of the advertising ecosystem than it already does. Google calls this “enhanced ad privacy,” perhaps leaning into the idea that starting in 2024 they plan to “phase out” the third-party cookies that many advertisers currently use to track people. But the company will still gobble up your browsing habits to serve you ads, preserving its bottom line in a world where competition on privacy is pushing it to phase out third-party cookies.
</code></pre>
Assuming “phase out display / personalized advertising completely” isn’t on the docket, which tbh we should be looking to the state to enforce that rule before we look to the (now public) corporation that invented the field, what else would people here rather them do? If I click around the EFF do they have some more sound/explicit arguments somewhere on that question?