www.thurrott.com
Open in
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2606:4700:20::681a:ff4
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URL:
https://www.thurrott.com/cloud/web-browsers/google-chrome/285930/google-set-to-enable-privacy-sandbox-in-chrome
Submission: On July 22 via api from FI — Scanned from FI
Submission: On July 22 via api from FI — Scanned from FI
Form analysis 5 forms found in the DOM
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</form>Text Content
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* Post
GOOGLE SET TO ENABLE PRIVACY SANDBOX IN CHROME
* Paul Thurrott
* Jul 20, 2023
* 2
*
*
After lots of fits and starts, Google is finally ready to slowly roll out
Privacy Sandbox in Chrome, its replacement for cookies.
“The Privacy Sandbox is an initiative that aims to create technologies that both
protect people’s privacy online and give developers tools to build thriving
digital businesses,” Google explains in the release notes for Chrome version
115, which it released last week. “It aims to satisfy cross-site use cases
without third-party cookies or other tracking mechanisms … In the past,
third-party cookies and other mechanisms have been used to track user browsing
behavior across sites to infer topics of interest. These mechanisms are being
phased out as part of the Privacy Sandbox initiative.”
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Δ
Google announced its plans to replace cookies with Privacy Sandbox back in 2019,
and it later revealed that it would use a technology for interest-based
advertising called Federated Learning of Cohorts (FLoC). But this solution
proved unpopular with other Chromium-based browser makers, and so Google in 2021
delayed the rollout of Privacy Sandbox until 2023. A month later, it provided a
more detailed schedule in which Privacy Sandbox would start rolling out in Q3
2023.
Well, it’s Q3 2023, and so I guess you could argue that it’s on track now.
Google says that starting next week it will phase in Chrome APIs that pertain to
Privacy Sandbox over time to users on Chrome 115, similar to what Microsoft
often does with new Windows 11 features these days. By the beginning of August,
about 60 percent of Chrome users will have these APIs enabled, and by the time
Chrome 116 ships in mid-August, it should be just about fully rolled out.
Obviously, the big question here is how or if this change will impact the Chrome
user experience. And from what I can tell, it should be minimal: Chrome users
will get a management interface for this feature in the browser settings—for ad
topics, site-suggested ads, and ad measurement data—but, most importantly, you
can rely on Chrome to continue tracking your activities as you browse the web.
That, at least, will not change.
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ABOUT AUTHOR
PAUL THURROTT
*
*
Paul Thurrott is an award-winning technology journalist and blogger with over 20
years of industry experience and the author of over 25 books. He is the News
Director for the Petri IT Knowledgebase, the major domo at Thurrott.com, and the
co-host of three tech podcasts: Windows Weekly with Leo Laporte and Mary Jo
Foley, What the Tech with Andrew Zarian, and First Ring Daily with Brad Sams. He
was formerly the senior technology analyst at Windows IT Pro and the creator of
the SuperSite for Windows.
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