Google Rolls Out Privacy Sandbox to Use Chrome Browsing History for Ads

Google has started to roll out its new interest-based advertising platform called the Privacy Sandbox, shifting the tracking of user's interests from third-party cookies to the Chrome browser. When starting the Google Chrome browser, users will now see an alert titled 'Enhanced ad privacy in Chrome' that briefly describes the new ad platform. "We're launching new privacy features that give you more choice over the ads you see," reads the new Chrome alert. "Chrome notes topics of interest based on your recent browsing history. Also, sites you visit can determine what you like. Later, sites can ask for this information to show you personalized ads. You can choose which topics and sites are used to show you ads." This alert offers two buttons, 'Got it' and 'Settings,' which many users complain are confusing and deceptive, as the new advertising platform will be enabled in Google Chrome regardless of the button you click. Before we get into Google's Privacy Sandbox, it is essential to understand what a third-party cookie is and how we got to the point of creating a new interest-based advertising platform.