Google rolls out new ad-tracking system on Chrome

Google rolls out new ad-tracking system on Chrome

Image:
Google rolls out new ad-tracking system on Chrome

Google is finally rolling out Privacy Sandbox in to Chrome on the desktop.

Privacy Sandbox is Google's ad targeting system that it says will allow it to exclude third-party tracking cookies while still allowing advertisers to direct relevant messages to users based on their activity and interests.

Google plans to phase out support for third-party tracking cookies in Chrome by mid-2024.

Privacy Sandbox is now enabled by default for most Chrome desktop users. It features several APIs which allow ad targeting based on activity, but with the user's data maintained on the device rather than being shared with third parties.

These APIs include Topics, by which websites sites can target users through Chrome based on their browsing history; Protected Audience which allows remarketing auctions to choose relevant ads from websites the user has previously visited; and Attribution Reporting to measure conversions and click-throughs.

Google claims these tools allow advertisers to server relevant ads while enhancing user privacy and reducing data collection and preventing the use of more invasive methods such as fingerprinting.

The move has the support of major digital advertising companies like Criteo, IAB and Mediavine.

However, some advertisers including Movement for an Open Web say it limits choice, while others see Privacy Sandbox as a power grab by Google, a way to control even more of the online ad space.

Users can view and control their ad Topics in Chrome's settings, but privacy campaigners say it is still intrusive.

Google abandoned an early effort called Floc (Federated Learning of Cohorts) after it was found that it was easier to identify individuals using the system than with browser fingerprinting.

Given that Google makes almost all of its revenues through advertising, it is unlikely to be willing to relinquish its grip.

Competitors including Apple have said they will not support the Topics targeting API. Firefox maker Mozilla has come out against it, as have some Chromium-based browsers, including Brave and Vivaldi. Microsoft has yet to comment publicly.