Google begins testing privacy sandbox ad targeting in Chrome

Google’s efforts to replace browser cookies with a new solution have faced much criticism from privacy advocates and competitors. Google’s first attempt to phase out cookies came in FLoC, which is short for Federated Learning of Cohorts, which Google deemed more private and better than cross-site tracking cookies. However, the company dropped the feature after backlash, proposing a replacement in the form of the Topics API, which categorizes your interests into different topics that advertisers can target. Now Google has started testing the Topics API, along with other features such as FLEDGE and attribution reporting.


In a blog post on Thursday, Google announced the next phase of testing the privacy sandbox features. As part of testing, developers can now test the theme, FLEDGE and Attribution reporting APIs in Chrome Canary. Google says it will soon expand these features to a limited number of Chrome beta users, and assuming things are going smoothly, API testing will eventually be made available on the Chrome stable channel.

“Starting today, developers can begin testing the theme, fade, and attribution reporting APIs globally in the Canary version of Chrome. We’ll be reaching a limited number of Chrome beta users as soon as possible. Once in beta, things work smoothly. Once done, we will make API testing available in the stable version of Chrome to expand testing to more Chrome users.” Vinay Goel, Product Director, Privacy Sandbox, Chrome, said.

Google says it will take into account feedback from developers and companies to further improve the API and make them widely available in Chrome once it is convinced they are working as intended.

“Once we are confident that the APIs are working as designed, we will make them widely available in Chrome, allowing more developers to integrate, evaluate and provide feedback as we see them use them. Let’s continue to adapt to the cases.”

Google will also soon begin testing updated privacy sandbox settings and controls in Chrome, which will allow users to view and manage interests collected by the browser based on their history. In addition, users can also opt out of tests altogether.

Source: google chromium

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