Google realized that spying is bad, but decided to bring an even more dangerous player to the arena.
Google planned to stop using third-party cookies in its Chrome browser several years ago. However, this has not yet happened due to numerous delays. According to the latest data, the complete elimination of the popular mechanism, which helps to effectively monitor user activity, is now scheduled for the beginning of next year, that is, not earlier than in 200 days.
Instead of outdated cookies, Google suggests introducing a system called Privacy Sandbox . The stated goal is to "protect people's online privacy while at the same time providing companies and developers with the tools to run a successful digital business."
The Privacy Sandbox system is presented as a way to anonymize users and group them by interests, instead of building individual profiles based on"digital fingerprints". In theory, this should limit tracking of specific individuals between different sites and apps.
However, the implementation of plans to replace outdated cookies with the Privacy Sandbox system faced a serious obstacle — the introduction of artificial intelligence in Chrome. According to Android Police, the new AI tool will help you analyze a person's search history and activity even more effectively for more accurate formation of their behavioral model.
Experts are concerned that AI algorithms will potentially be able to access the full search history and information about actions on all linked devices. And this is a much more advanced and accurate way to personalize services than traditional cookies.
Current data protection regulations do not take into account that neural networks can be used to configure advertising and other similar purposes. Experts warn that the introduction of AI will allow technology giants like Google to train their algorithms on large amounts of user information, including search history, despite any promises.
Privacy risks are magnified many times over by the ability of AI not only to analyze data archives, but also to make individual recommendations in real time, based on the entire accumulated digital footprint of a particular person. The more information available to the AI, the more useful it can be for targeting.
Meanwhile, the scandal surrounding Chrome's privacy policy flares up with renewed vigor. Recently, the European consumer protection organization Noyb filed a complaint against Google with the Austrian regulator responsible for implementing the EU General Data Protection Regulation (GDPR).
The Noyb appeal claims that the Privacy Sandbox system actually misleads Chrome users about the protection of their personal data. In fact, it simply moved tracking functions from external resources to the browser, where all information is now collected by Google itself.
In response to the allegations, Google said that its Privacy Sandbox, on the contrary, is designed to "improve user privacy and provide the industry with alternatives to cross-site tracking." However, disputes about the balance of interests continue to grow.
Google planned to stop using third-party cookies in its Chrome browser several years ago. However, this has not yet happened due to numerous delays. According to the latest data, the complete elimination of the popular mechanism, which helps to effectively monitor user activity, is now scheduled for the beginning of next year, that is, not earlier than in 200 days.
Instead of outdated cookies, Google suggests introducing a system called Privacy Sandbox . The stated goal is to "protect people's online privacy while at the same time providing companies and developers with the tools to run a successful digital business."
The Privacy Sandbox system is presented as a way to anonymize users and group them by interests, instead of building individual profiles based on"digital fingerprints". In theory, this should limit tracking of specific individuals between different sites and apps.
However, the implementation of plans to replace outdated cookies with the Privacy Sandbox system faced a serious obstacle — the introduction of artificial intelligence in Chrome. According to Android Police, the new AI tool will help you analyze a person's search history and activity even more effectively for more accurate formation of their behavioral model.
Experts are concerned that AI algorithms will potentially be able to access the full search history and information about actions on all linked devices. And this is a much more advanced and accurate way to personalize services than traditional cookies.
Current data protection regulations do not take into account that neural networks can be used to configure advertising and other similar purposes. Experts warn that the introduction of AI will allow technology giants like Google to train their algorithms on large amounts of user information, including search history, despite any promises.
Privacy risks are magnified many times over by the ability of AI not only to analyze data archives, but also to make individual recommendations in real time, based on the entire accumulated digital footprint of a particular person. The more information available to the AI, the more useful it can be for targeting.
Meanwhile, the scandal surrounding Chrome's privacy policy flares up with renewed vigor. Recently, the European consumer protection organization Noyb filed a complaint against Google with the Austrian regulator responsible for implementing the EU General Data Protection Regulation (GDPR).
The Noyb appeal claims that the Privacy Sandbox system actually misleads Chrome users about the protection of their personal data. In fact, it simply moved tracking functions from external resources to the browser, where all information is now collected by Google itself.
In response to the allegations, Google said that its Privacy Sandbox, on the contrary, is designed to "improve user privacy and provide the industry with alternatives to cross-site tracking." However, disputes about the balance of interests continue to grow.
