Google is introducing Privacy Sandbox, a technology designed to replace third-party cookies, to all Chrome users.
This move is presented as a privacy-focused feature that monitors your browsing habits to track topics of interest, which can then be utilized by advertisers to display relevant advertisements.
The company recently displayed a new pop-up message about Privacy Sandbox to users.
Some users expressed dissatisfaction with the pop-up, claiming that it lacks sufficient information about the replacement of cookies.
As part of the rollout, users will gain access to some ad control options. If a user clicks “Got it” when presented with the pop-up, the Privacy Sandbox feature will be enabled by default.
To disable it, users can navigate to Settings > Privacy and Security > Ad Privacy > Ad topics. This action will prevent advertisers from displaying targeted ads based on topics of interest.
The Ad Topics tab also allows users to view the topics generated by Chrome’s system and block any they find irrelevant.
Google Chrome holds a dominant position in the web browser market, with over 60% market share according to Statcounter.
However, it has been slower to disable third-party cookies compared to competitors like Safari and Firefox, which have already implemented such measures.
Chrome’s plan to phase out cookies has faced several delays as the company aimed to introduce its alternative for targeted ads before completely blocking third-party cookies.
In May, Google announced plans to default to turning off third-party cookies for all users in the second half of 2024.
It also mentioned starting this rollout with 1% of users in the first quarter (Q1) of 2024.
Given Chrome’s significant role in driving web traffic, advertisers and developers are concerned about the potential implications of adopting this new solution.
