“We don’t buy into the assumption that the industry needs billions of data points about people, that are collected and shared without their understanding, to serve relevant advertising,” said the Mozilla spokesperson. Those proposals thwarted by Mozilla and others have been put forward by Google as part of its Privacy Sandbox initiative which includes a variety of tactics the company has introduced - some developed in conjunction with other participants in the open-source environment of the Worldwide Web Consortium - to mimic long-used practices enabled with third-party cookies for tracking individuals, targeting ads and measuring their effectiveness.
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