In its January 2023 Privacy Sandbox update filed with the UK Competition and Markets Authority (CMA), Google has confirmed it intends to move forward with its Topics API for interest-based advertising as planned. Google's Q4 report confirms: "In Q3 2024, Chrome will phase out support for third-party cookies over a two-month period." This is despite claims made by the World Wide Web Consortium (W3C) that the Topics API fails to protect users from "unwanted tracking and profiling" and maintains the status quo of "inappropriate surveillance on the web." In its response to Google's compliance update, the CMA acknowledges the W3C's claims and confirms it is working with the Information Commissioner's Office to "consider the potential impacts of the Topics API on privacy as well as market impacts."
In related news, Adweek (£) reports that Fledge, another Google cookie replacement solution, is gaining support after nine companies confirm they have begun testing the advertising retargeting technology.
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