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Google keeps promising to phase out third-party cookies on Chrome but not actually doing it. The company vowed to deprecate cookies back in 2020, pushing the date back to 2023 and then 2024. We did get some traction earlier this year, when Google disabled cookies for one percent of Chrome users, but those efforts have stalled. Now, the company says it won't happen until next year.
It's easy to drag Google for this but it's not entirely in the company's hands. The tech giant is working closely with the UK's Competition and Markets Authority (CMA) to ensure that any tools it implements to replace the cookie's tracking and measurement capabilities aren't anti-competitive. These tools are known collectively as the Privacy Sandbox and Google says it has to wait until the CMA has had "sufficient time to review" results from industry tests that'll be provided by the end of June.
Google's Privacy Sandbox has stirred up some controversy in recent years. The proposed tools have drawn complaints from adtech companies, publishers and ad agencies, on the ground
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Citing increased competition and rising costs as the main reason behind the shutdown, Atlas VPN stated that the "insurmountable challenges" had become too much and it could no longer keep up in a highly competitive market.
The popular freemium VPN service was acquired by Nord Security in 2021 with promises that Atlas VPN would continue to operate independently as a business. That's all changed now though, and the entire user base of around 6 million members will migrate over to the much larger NordVPN after shutdown, continuing an unsettling trend of consolidations in the VPN market as a whole.
The VPN consolidation trend
The global VPN market is valued somewhere in the neighborhood of around $40 billion, so it's no wonder that tech companies are chomping at the bit to control as much of that fortune as they can. What used to be a diverse market made up of small, independent VPN companies has now become a homogenous security consortium.
Security conglomerates with strong financial backing have systematically bought up and folded these smaller VPNs into their own businesses. Atlas VPN is just the latest example.
Market consolidation is not inherently a bad thing, and mergers are common in the fast-moving world of tech. But these umbrella companies often intentionally obscure their own owner
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