Microsoft Updates Privacy Framework as the Industry Braces for Cookie Demise

A second version of Parakeet is live, a counterpart to Google's Fledge

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Google isn’t the only tech giant seeking to reimagine how advertisers find customers without violating user privacy. Last week, Microsoft published an updated proposal for its own privacy-focused framework for targeting and serving ads, called Parakeet, with additional privacy controls via Noisy Ranking.

This is the second version of Parakeet, a product Microsoft first announced last year. Parakeet is an acronym for Private and Anonymized Requests for Ads that Keep Efficacy and Enhance Transparency. The main differentiator with Parakeet is that a trusted mediator stands between the user and the ad company, adding an additional layer of privacy.



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