Google's new Privacy Sandbox

[Owen Lucas]

So, instead of Tom's Hardware advertisers using cookies to track the browsing habits of your IP, including your browser type and the like (and of course your ability to block this with disabling 3rd party cookies or using UBlock and similar), you'll get ads chosen by Google based on what Chrome sees you doing.

I can see a lot of private ad companies having issues with this, calling Google a monopoly by shutting out another part of the market. I obviously don't know all of the moving parts here but continuing to limit advertisers data like this makes targeting harder. I know iPhones rotate mac addresses for privacy reasons and use various other tricks to make individual device ID tracking harder. Maybe the ad companies know they are slimy and will just use another tool in their data mining toolbox.

I mean that's good for the consumer though right?