Google has overhauled a central piece of technology it is building to replace advertising cookies, after complaints that it has not done enough to protect users’ privacy and could end up further entrenching its own power in the advertising world.
The change comes more than two years after the search company first proposed a way for publishers to target online adverts in place of cookies, the small text files inserted in users’ browsers to track their online behaviour.
The difficulty of winning wide support in the online advertising world has already put the move, planned for the second half of 2023, nearly two years behind schedule.
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