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Those Annoying Cookie Pop-Ups Could Soon Vanish: Should Tech Companies Be Worried?

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Esat Dedezade is a freelance tech and lifestyle journalist with 14 years' experience. He's covered consumer tech (including major launches from the likes of Samsung, Google, and Apple), in addition to AI-focused corporate storytelling during his previous role as editor of Microsoft News Centre Europe.

Since the implementation of GDPR in 2018, the modern internet browsing experience has been plagued with incessant cookie compliance pop-ups.

The concept is simple — users select their cookie preferences once within the browser’s settings, and it automatically applies them across every page visited, effectively banishing annoying cookie pop-ups for good. Whether users are tech-savvy or not, the concept of never having to deal with disruptive pop-ups is easy to understand, and undeniably appealing.

This approach not only promises a cleaner, less intrusive internet for users, but also poses significant implications for Big Tech's data collection practices, potentially reshaping the digital advertising landscape worth hundreds of billions of dollars. These cases suggest that even industry leaders are struggling to align their data collection practices with evolving privacy regulations.

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