Google has announced a new initiative that aims to “fundamentally enhance privacy on the web.” The proposal — dubbed “Privacy Sandbox” — is a stab at preventing extensive tracking of users on the web through cookies and other methods like tracking pixels and browser and device fingerprinting. In creating a new standard that puts users in control over their data, Google hopes it would strike a balance between personalization and privacy. “Technology that publishers and advertisers use to make advertising even more relevant to people is now being used far beyond its original design intent — to a point where…

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