Google Chrome has announced the general availability of its built-in tracking and ad-curation platform, “Privacy Sandbox.” Initially, the platform was only available to a small percentage of users, but it has now been rolled out to approximately 97% of users. The remaining 3% will be onboarded in the coming months, according to a blog post by Google.
However, privacy experts have raised concerns about this new tracking system. Despite the criticism, Google has defended Privacy Sandbox, stating that it is necessary to eliminate third-party cookies and fingerprinting.
Currently, over 80% of websites utilize Google’s Adsense service to generate ads on their pages. To effectively target ads to readers, Adsense embeds cookies in users’ browsers. These cookies track users’ behavior across different websites, collecting data that can be used to determine their interests and preferences. These cookies, commonly referred to as “third-party cookies,” are created by Google rather than the visited website.
Competing ad platforms such as Microsoft Ads also rely on third-party cookies. However, privacy advocates have criticized this practice, and some users actively seek ways to block these cookies. Browsers like Apple’s Safari, Mozilla’s Firefox, and Brave’s Brave browser have implemented default blocks on third-party cookies. Chrome users also have the option to block these cookies through the browser’s settings menu.
In a blog post from January 2020, Google argued against blocking third-party cookies by default until an alternative tracking system is developed. The company claimed that blocking these cookies could lead to unintentional consequences that negatively impact users and the web ecosystem. Google has also suggested that blocking third-party cookies may encourage the use of fingerprinting techniques, which can further compromise user privacy and control.
The recent announcement on September 7 reiterated Google’s stance, highlighting the need for privacy-preserving alternatives like Privacy Sandbox. According to Google, without such alternatives, access to information for all users may be diminished, and more invasive tactics like fingerprinting may become prevalent.
Privacy Sandbox, the new platform introduced by Google Chrome, allows user data to be tracked within the browser itself. This approach aims to enhance privacy by eliminating the reliance on third-party cookies. However, Google clarified that they would not start blocking third-party cookies by default until a later date.
The Electronic Frontier Foundation, a digital privacy advocacy group, has criticized an earlier version of the Privacy Sandbox for its limited privacy enhancements. The group argued that the platform still tracks users’ behavior, albeit within the browser, which could be even more invasive than third-party cookies in certain aspects.
The Chrome interface for Privacy Sandbox includes three different settings within the “Ad privacy” menu, allowing users to turn off the platform if desired.
In addition to Google Chrome, the Brave browser also implements a tracking platform called “Brave Ads.” However, this feature is turned off by default, and users who choose to opt-in can receive compensation in Basic Attention Tokens (BAT) for viewing ads.
Overall, the launch of Privacy Sandbox by Google Chrome has generated both criticism and support. While some argue that it is necessary to enhance privacy and eliminate third-party cookies, others express concerns about the potential invasiveness of this new tracking system. As the platform continues to evolve, user control over their data and transparency will remain critical aspects to address.
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