Google is rolling out Privacy Sandbox to Chrome users as a replacement for third-party cookies. The company claims this offers a more privacy-centric approach by tracking topics of interest based on user browsing habits to serve relevant ads.
Users have encountered a pop-up message introducing Privacy Sandbox. However, there's criticism that the pop-up lacks detailed information. If you click “Got it,” the feature activates by default. To opt-out, you'll have to navigate through Settings.
Yep, I saw this too -> Google has been rolling out Chrome's “Enhanced Ad Privacy” via a popup, part of its Topics API; some say the “Got It” button is misleading as tracking is activehttps://t.co/5fyHA8wwmt pic.twitter.com/PLCjBYH6yu
— Glenn Gabe (@glenngabe) September 6, 2023
Google Chrome commands over 60% of the browser market share. This change is concerning for advertisers and developers, especially since Chrome was among the last to disable third-party cookies.
Originally planned for earlier deployment, Google delayed phasing out cookies until they could offer an alternative. The company plans to disable third-party cookies by default for all users in the second half of 2024.
Entities like the W3C Technical Architecture Group have voiced concerns that Google's solution might unfairly advantage Chrome by offering Chromium-only support for the Topics API.
Marketing advocacy group Movement for the Open Web argues that Privacy Sandbox allows Google to gather substantial personal data through a process that most users can't easily avoid.
Investor Paul Graham labeled the feature as “spyware,” pointing out that it's hard for users to fully grasp what they're opting into.
While Google positions Privacy Sandbox as a win for user privacy, questions remain about its actual impact on user data and its compatibility with other browsers. As the rollout continues, it's crucial for users to understand the feature's implications fully.
