Chrome now tracks users and shares a “topic” list with advertisers (arstechnica.com)

Article summary

Google has rolled out a new ad platform in Chrome, which tracks users and generates a list of advertising topics to share with advertisers. The feature, part of the 'Privacy Sandbox', is being introduced despite widespread opposition from non-advertisers. Users will be notified of the feature via a pop-up and can opt-out by going to Chrome's settings. The rollout is seen as a way for Google to secure its advertising business after Apple blocked third-party cookies in Safari.

Main themes

• Chrome's new ad platform
• Privacy concerns
• Tracking and advertising
• Google's business interests
• Browser competition
• User privacy and security
• Regulatory scrutiny

What commenters say

• The new ad platform is a privacy downgrade, regardless of its comparison to third-party cookies.
• Google's implementation of the 'Privacy Sandbox' is a compromise to head off tracking protection offered by other browsers.
• The feature is not a replacement for turning off third-party cookies, but rather an additional tracking system.
• Disabling third-party cookies without replacing them with a new tracking system would be a more privacy-secure option.
• Google's plan to phase out third-party cookies is seen as a way to introduce a new tracking system, rather than a genuine attempt to improve user privacy.
• The 'Privacy Sandbox' is a step towards a more private web, but it is not a perfect solution and has its own set of problems.
• The rollout of the new ad platform is a result of Google's desire to maintain its advertising revenue, rather than a genuine concern for user privacy.
• Some users see the new ad platform as a reason to switch to alternative browsers, such as Firefox or Safari.