Google Chrome launched its integrated ad tracking and targeting platform, “Privacy Sandbox,” on September 7 for general availability, according to a post on the company's blog. The platform was originally rolled out to a small percentage of users, but is now available to around 97% of users. Google said the remaining 3% will be Incorporated during the next few months.
Privacy experts have criticized the new tracking system. But in its announcement, Google defended it, stating that it is necessary to implement Privacy Sandbox to eliminate third-party cookies and fingerprints.
Google is introducing Privacy Sandbox to Chrome users, replacing third-party cookies with more privacy-focused topic tracking. However, concerns are raised about transparency and data collection. Users can control ad themes in Settings. #PrivacySandbox pic.twitter.com/fLzLZO309m
— Global real-time data intelligence platform (@KIDataApp) September 8, 2023
More than 80% of websites use Google's Adsense service to trigger ads on their pages, according to the 6sense business analysis platform. To target readers effectively, Adsense embeds cookies in the user's browser. These cookies track users' behavior as they navigate from site to site, collecting data that can be used to determine what products they may be interested in purchasing. Because these cookies are produced by Google and not the website you are visiting, they are often called "third-party cookies."
Some competing advertising platforms, such as Microsoft Ads, also use third-party cookies.
Privacy advocates have criticized the practice of embedding third-party cookies, and some users have sought ways to block them. Apple's Safari, Mozilla's Firefox, and Brave's Brave browser have implemented third-party cookie blocks by default. Chrome users can also choose to block these cookies through the settings menu.
In a January 2020 blog post, Google argument that browsers should not block third-party cookies by default until an alternative tracking system is created. "Some browsers have reacted to these concerns by blocking third-party cookies," the post said, "but we believe this has unintended consequences that may negatively impact both users and the web ecosystem."
According to Google, blocking third-party cookies can cause “[encouraging] the use of opaque techniques such as fingerprinting (an invasive workaround to replace cookies), which can actually reduce user privacy and control.”
The September 7 announcement echoes these previous statements and states:
"Without viable privacy-preserving alternatives to third-party cookies, such as Privacy Sandbox, we risk reducing access to information for all users and incentivizing invasive tactics like fingerprinting."
Google Chrome's new Privacy Sandbox platform allows user data to be tracked within the browser itself. For this reason, Google believes it will improve privacy by eliminating the need for third-party cookies. However, Google also emphasized that it will not start blocking third-party cookies by default until a later date.
Related: Google responds to allegations of ads tracking children's data
The Electronic Frontier Foundation, a digital privacy advocacy group, argued that an earlier version of Privacy Sandbox did little to improve privacy, as it continued to track user behavior, albeit within the browser rather than through cookies. According to the group, Privacy Sandbox could be even more invasive than third-party cookies in some ways.
Chrome's new interface reveals that Privacy Sandbox can be disabled via three different settings within the "Ads Privacy" menu.
Brave Browser also implements a platform called "Brave Ads", which tracks user behavior. This feature is disabled by default and if users opt in, They pay them in basic attention token (BAT) for the ads they see.
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