Google’s Enhanced Ad Privacy technology enables websites to deliver ads based on your browser history, unless you manually opt out. Google has gradually introduced this functionality in Chrome.
This technology permits websites to tailor ads according to your browsing history, unless you actively disable it.
Why does it matter?
Some individuals express concerns about potential privacy infringements stemming from this technology.
More people express discomfort about online activity monitoring for ads.
Employing this approach could have detrimental effects on a brand’s reputation, so exploring alternative options that don’t unsettle your potential target audience might be advisable.
Deployment: Pop-ups about this new feature began appearing in July after the release of Chrome 115, which supports Google’s Topics API as part of its Privacy Sandbox initiative.
Recently, more individuals have reported encountering the pop-up because those who oppose Chrome using their browsing history for Google’s ads have started speaking out.
Functionality: Instead of tracking your interests through cookies and the websites you visit, websites can directly inquire with Chrome about your interests using its Topics JavaScript API.
Chrome determines your interests by analyzing your browsing history.
For instance, if you frequently visit financial websites, Chrome might designate “investing” as one of your interests.
When a website queries the Topics API, it gains access to your interests and can display relevant ads, such as those related to bonds or retirement funds.
This enables websites to obtain your online interests directly from your browser.
This tech update is for a limited group of Chrome users, so you may not have seen it yet.
Google’s request for your consent regarding this ad targeting method depends on your location and local laws.
What Google has stated: A spokesperson from Google issued the following statement:
Your browser selects themes based on your browsing history, like travel or fitness Older topics are erased, and certain subjects are only kept for three weeks.”
“You choose topics entirely on your smartphone. No other servers, not even Google’s.Only three subjects, one from each of the past three weeks, are shared with participating sites and their advertising partners.“
Subjects give browsers transparency and control over data. In Chrome, we’re developing user controls to view, remove, or disable them.
For more detailed information, you can refer to Google’s Topics API for Privacy Sandbox guide.
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