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Chrome offers a choice between privacy and really useful recommendations.
In July of this year, Google introduced a new feature in the Chrome browser - "Enhanced Ad Privacy". The tool allows sites to target ads based on the user's interests. Interests and preferences, in turn, are determined through the search history.
Enhanced Ad Privacy is based on the Topics API, part of the Privacy Sandbox project designed to improve online privacy. To track a person's activity without using third-party cookies, the new API allows sites to directly request the necessary information from the browser.
The algorithm works as follows: for example, if you frequently visit financial websites, one of the topics selected by Chrome may be "investing". After a request to the Topics API, the site will launch ads about funds and retirement savings.
One of the key aspects of "Enhanced Ad Privacy" is the principle of "edge computing". For the most part, data processing takes place directly on the target device, and not on remote servers. This approach not only improves privacy, but also reduces ad loading time, as it does not require additional time to transfer information to and from the server.
Machine learning algorithms are responsible for data analysis. They constantly adjust the system to take into account new inputs, which makes the mechanism more accurate over time.
According to the developers, the feature can always be disabled. Personal information is allegedly used with the consent of the user. However, cybersecurity expert Will Dormann pointed out that a notification from Google can confuse a person. After clicking the "Clear" button, the pop-up window closes, leaving the target based on the browser history activated.
Professor of cryptography at Johns Hopkins University, Matthew Green, expressed dissatisfaction with the innovation in his X (formerly Twitter) account. He stressed that he doesn't want the browser to track his interests. Investor Paul Graham also criticized the technology, calling it " spyware."
In addition, while condemning Google's privacy policy, other corporations have said that they do not plan to introduce the Topics API into their practice. Among them, for example, Apple and Mozilla
Depending on the region, the form and content of notifications may differ. In the European Union, for example, the data protection law is stricter, so the user must decide whether to leave the extension enabled.
To manage the "Enhanced Ad Privacy" settings, go to the special sections: chrome://settings/adPrivacy or chrome://settings/privacySandbox.
Google is gradually testing and implementing new functionality, claiming that anyone will have "reliable management tools". All changes are discussed with our lawyers. However, the reaction of experts proves that the most careful approach is needed to promote the technology.
In July of this year, Google introduced a new feature in the Chrome browser - "Enhanced Ad Privacy". The tool allows sites to target ads based on the user's interests. Interests and preferences, in turn, are determined through the search history.
Enhanced Ad Privacy is based on the Topics API, part of the Privacy Sandbox project designed to improve online privacy. To track a person's activity without using third-party cookies, the new API allows sites to directly request the necessary information from the browser.
The algorithm works as follows: for example, if you frequently visit financial websites, one of the topics selected by Chrome may be "investing". After a request to the Topics API, the site will launch ads about funds and retirement savings.
One of the key aspects of "Enhanced Ad Privacy" is the principle of "edge computing". For the most part, data processing takes place directly on the target device, and not on remote servers. This approach not only improves privacy, but also reduces ad loading time, as it does not require additional time to transfer information to and from the server.
Machine learning algorithms are responsible for data analysis. They constantly adjust the system to take into account new inputs, which makes the mechanism more accurate over time.
According to the developers, the feature can always be disabled. Personal information is allegedly used with the consent of the user. However, cybersecurity expert Will Dormann pointed out that a notification from Google can confuse a person. After clicking the "Clear" button, the pop-up window closes, leaving the target based on the browser history activated.
Professor of cryptography at Johns Hopkins University, Matthew Green, expressed dissatisfaction with the innovation in his X (formerly Twitter) account. He stressed that he doesn't want the browser to track his interests. Investor Paul Graham also criticized the technology, calling it " spyware."
In addition, while condemning Google's privacy policy, other corporations have said that they do not plan to introduce the Topics API into their practice. Among them, for example, Apple and Mozilla
Depending on the region, the form and content of notifications may differ. In the European Union, for example, the data protection law is stricter, so the user must decide whether to leave the extension enabled.
To manage the "Enhanced Ad Privacy" settings, go to the special sections: chrome://settings/adPrivacy or chrome://settings/privacySandbox.
Google is gradually testing and implementing new functionality, claiming that anyone will have "reliable management tools". All changes are discussed with our lawyers. However, the reaction of experts proves that the most careful approach is needed to promote the technology.
