Sounds like they're doubling down on Privacy Sandbox [2].

I'm not convinced. FLoC and Topics API already (thankfully) didn't work out.

[1]: https://www.theverge.com/2024/7/22/24203893/google-cookie-tr...

[2]: https://privacysandbox.com/news/privacy-sandbox-update/

Seems to imply discussion about the original path didn't go well with regulators.

Some more discussion: https://news.ycombinator.com/item?id=41038586