The Electronic Frontier Foundation criticized an earlier version of Chrome’s Privacy Sandbox for allegedly being worse for privacy, despite the name.
ads on their pages, according to business analytics platform 6sense. To target ads to readers effectively, Adsense embeds cookies in the user’s browser. These cookies track users’ behavior as they browse from site to site, gathering data that can be used to determine what products they may be interested in buying. Because these cookies are produced by Google rather than the website being visited, they are often called “third-party cookies.
According to Google, blocking third-party cookies may lead to “[encouraging] the use of opaque techniques such as fingerprinting , which can actually reduce user privacy and control.”“Without viable privacy-preserving alternatives to third-party cookies, such as the Privacy Sandbox, we risk reducing access to information for all users, and incentivizing invasive tactics such as fingerprinting.”
Google Chrome’s new Privacy Sandbox platform allows user data to be tracked within the browser itself. For this reason, Google believes it will enhance privacy, as it will do away with the need for third-party cookies. However, Google also emphasized that it will not start blocking third-party cookies by default until a later date.
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