Google unveils another step in its much-needed privacy boost

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Privacy Sandbox’s ads relevance and measurement proposal trials have begun

Google Chrome on a Laptop
(Image credit: Firmbee.com / Unsplash)

Google has announced that its Privacy Sandbox proposal is one step closer to becoming reality as the company is preparing its next stage of trials which will focus on ads relevance and measurement.

For those unfamiliar, the search giant first unveiled its Federated Learning of Cohorts (FLoC) plan to replace third-party browser cookies before announcing Google Topics as part of its Privacy Sandbox initiative as a replacement following backlash on the move. 

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As the name suggests, Google Topics splits the web into different topics and divides users into groupings depending on their interests. Meanwhile, FLEDGE is dedicated to facilitating remarketing or showing ads on websites based on a user’s previous browsing history.

Now though, Google is moving ahead with testing its Privacy Sandbox and developers will be able to begin testing the Topics, FLEDGE and Attribution Reporting APIs in Chrome Canary.

Privacy Sandbox testing

Google plans to begin testing Topics and Fledge with a limited number of Chrome Beta users before making API testing available in the stable version of Chrome once things are working smoothly in Beta according to a new blog post.

The company also plans to begin testing its updated Privacy Sandbox settings and controls that will allow users to see and manage the interests associated with them or turn off the trials altogether.

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Product director for Privacy Sandbox, Vinay Goel also provided some sample images of the settings the search giant plans to test in his blog post. In the Privacy Sandbox Beta menu, users will be able to toggle the trials on or off as well as customize their choices for Browser-based ad personalization, Ad measurement and Spam & fraud reduction. Here they’ll be able to remove interests from Topics and edit the list of sites that Privacy Sandbox users to infer their interests.

While Chrome users in the US will be opted in to the latest Privacy Sandbox trials, those in the EU will have to opt in by changing the position of the toggle in settings. This is due to GDPR and other data protection laws that apply to Europeans.

We’ll likely hear more from Google once its initial trials are complete and the company expands them to the stable version of Chrome.

Via TechCrunch

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Anthony Spadafora
Anthony Spadafora

After working with the TechRadar Pro team for the last several years, Anthony is now the security and networking editor at Tom’s Guide where he covers everything from data breaches and ransomware gangs to the best way to cover your whole home or business with Wi-Fi. When not writing, you can find him tinkering with PCs and game consoles, managing cables and upgrading his smart home.