In an effort to bolster user privacy, Google has announced the rollout of Privacy Sandbox. Affecting around 3 billion Chrome users worldwide, users will notice a new pop-up as they update to Chrome version 115 this July.
The pop-up, entitled “Enhanced ad privacy in Chrome“, signals the start of Google’s multi-faceted plan to eliminate third-party cookies. The language in the pop-up will vary based on local privacy laws. To reject these changes, users will have to click on a grayed-out “settings” button.
We’re launching new privacy features that give you more choice over the ads you see. Chrome notes topics of interest based on your recent browsing history.Chrome Pop-up
The New Tracking Methods
Historically, websites used third-party cookies to track user activities. For instance, the pair of shoes you added to your online shopping cart, which appears in ads across the other websites you visit, involves third-party cookies. These cookies allow websites and other companies to keep track of online activities, benefitting them but potentially infringing on user privacy.
The Privacy Sandbox consists of multiple online tracking methods, which Google claims to be more private than existing ones.
Google, in 2020, announced the impending end of the third-party cookie era. In its stead, Privacy Sandbox will introduce a series of new tools for the ad industry, ensuring Google’s business model remains intact. These tools promise more privacy, albeit on Google’s terms.
Google had postponed the demise of third-party cookies due to industry backlash and regulatory scrutiny. However, they’ve now set a definitive deadline for 2024, starting by disabling third-party cookies for 1% of Chrome users (approximately 22 million people) in early 2024.
One of the significant changes is the introduction of “Ad Topics”, or Topics API. With this, Chrome will categorize your interests based on browsing history. This data will remain on your device and won’t be shared with Google or other entities.
Site Suggested Ads & More
Besides Privacy Sandbox, Google is launching “Site Suggested Ads“, allowing websites to tag users with ad-related topics. Another tool, “Ad Measurement”, aids businesses in tracking ad performance based on metrics like time and user interaction. By clicking “Got it” on the pop-up, users can enable these features by default.
However, these settings can be adjusted, allowing users to block certain topics or prevent specific websites from suggesting ads. These updates are the initial steps in a project that’s likely to evolve in the upcoming year.
Experts believe that although these features offer enhanced privacy compared to traditional methods, users wishing to minimize tracking should consider turning these features off.
It’s also being advised that users prioritizing privacy should consider alternatives to Chrome. It’s essential to remember that despite these privacy improvements, Chrome remains a product of a major advertising data company, which made $US224 billion in ad revenues in 2022.
