Microsoft Advertising has announced plans to adopt Google's Privacy Sandbox for its privacy standards. Despite acknowledging the limitations identified by the IAB Tech Lab and changes required by the UK Competition and Markets Authority (CMA), Microsoft is giving "preliminary support" to Google Chrome's Privacy Sandbox APIs and will work to integrate these new standards. MediaPost notes that the move indicates a closer working relationship between the two technology companies for the benefit of the advertising industry as a whole. Microsoft has also pledged to minimise disruption to advertising and contribute to the innovation of privacy-enhancing technologies to fully support the requirements of digital advertising.
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