Evaluating Google's Protected Audience Protocol

arXiv:2405.08102v1 Announce Type: new
Abstract: While third-party cookies have been a key component of the digital marketing ecosystem for years, they allow users to be tracked across web sites in ways that raise serious privacy concerns. Google has proposed the Privacy Sandbox initiative to enable ad targeting without third-party cookies. While there have been several studies focused on other aspects of this initiative, there has been little analysis to date as to how well the system achieves the intended goal …

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