Google just opted U.S. users in to “privacy enhanced” ad tracking called Topics. Here’s what Topics is, what it really means for privacy and how you can opt out of it.
, Google’s business model is based on advertising and the firm had to find a way of pleasing its customers—advertisers—while meeting growing user demand.Google later responded with Topics, which is arguably better than FLoC and allows it to target ads while preserving privacy—according to Google, at least.Part of Google’s Privacy Sandbox initiative, Topics uses a person’s browsing history to assign topics of interest to them.
While Google says Topics does not expose any sensitive data and stops so-called fingerprinting which could identify the user, privacy advocates suggest it could still be a risk. However, referring to the Chrome pop-up, he adds: “ I think to call this privacy is a bit odd. The wording is a bit deceptive; it’s tracking—of a different nature—under the name of privacy.
He points out that the Privacy Sandbox “increases privacy compared to third-party cookies ”, while “supporting important use cases for the web including ads measurement and relevance.”If you are confused about the Chrome pop-up you received, it’s not surprising.
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