Chrome is the only major browser that does not offer meaningful protection against cross-site tracking… and will continue to leave users unprotected.” Google readily (and ironically) admits that such ubiquitous web tracking is out of hand and has resulted in “an erosion of trust… [where] 72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms or others, and 81% say the potential risks from data collection outweigh the benefits.” Google’s Privacy Sandbox is supposed to fix this, to serve the needs of advertisers seeking to target users in a more “privacy preserving” way. But the issue is that even Google’s staggering level of control over the internet advertising ecosystem is not absolute. There is already a complex spider’s web of trackers and data brokers in place. And any new technology simply adds to that complexity and cannot exist in isolation. It’s this unhappy situation that’s behind the failure of FLoC, Google’s self-heralded attempt to deploy anonymized tracking across the web. The issue with Chrome is that the browser and search engine and trackers all originate from the same source. If your browser is a privacy gamekeeper and those trackers are data poachers, then you probably don’t want them all sporting the same logos. On FLoC and the Privacy Sandbox, Google is exploring ideas for a watered-down solution. Users assigned to topics instead of cohorts, manual auditing of topics to mask sensitive areas, bogus topics to confuse profiles. these mitigations could dramatically reduce the usefulness of FLoC for cross-site fingerprinting”.