Google is gradually introducing the Enhanced Ad Privacy feature in Chrome. It allows websites to show users ads that are tailored to their online activities and interests based on their browser history. This was reported by The Register.
The pop-up announcing the technology began appearing for some users after the release of Chrome 115 in July, which introduced support for the Google Topics API. This is part of the Privacy Sandbox project.
This feature is worth paying attention to. The fact is that next year Google plans to stop supporting third-party cookies that store browser data. This data is used for tracking and analytics, sometimes to the detriment of user privacy.
However, Google has developed replacement tools. In particular, the Topics API will allow you to continue targeting ads without tracking based on cookies. Allegedly, this will happen without privacy implications.
Such approaches have caused a mixed reaction among people. For example, Matthew Green, a professor of cryptography at Johns Hopkins University in the United States, criticizes the function.
“I don’t want my browser keeping track of my browsing history to help serve me ads, and I definitely don’t want my browser sharing any function of my browsing history with every random website I visit,” he said.
Meanwhile, Google assures that the Topics API does not allow companies to identify those whose interests are affected by its advertising API.