Security News > 2023 > September > Google rolls out Privacy Sandbox to use Chrome browsing history for ads

Google has started to roll out its new interest-based advertising platform called the Privacy Sandbox, shifting the tracking of user's interests from third-party cookies to the Chrome browser.

While Google states that the Privacy Sandbox is designed to increase privacy by letting your web browser compute your interests locally rather than through cookies, Apple, Mozilla, and the WC3 TAG have cited numerous issues with the proposal.

Instead of using third-party cookies placed by different advertisers and tracking companies, the Privacy Sandbox will locally compute a user's interests directly within the browser, currently only used in Google Chrome.

Ad Topics is the main component of the Privacy Sandbox and is used to generate users' interests based on their browsing history to show personalized ads.

Users can see and block the sites that want to show you ads by going into Settings > Privacy & security > Ad privacy > Site-suggested ads.

Google told BleepingComputer that the Privacy Sandbox platform uses Oblivious HTTP Relays to transmit data between the browser to advertisers, providing further privacy for users.

News URL

https://www.bleepingcomputer.com/news/google/google-rolls-out-privacy-sandbox-to-use-chrome-browsing-history-for-ads/