Google has been rolling out Chrome's “Enhanced Ad Privacy” via a popup, part of its Topics API; some say the “Got It” button is misleading as tracking is active
YMMV, based on where you are — Google has been gradually rolling out Chrome's “Enhanced Ad Privacy.”
The RegisterThomas Claburn
Context & Ripple Effects
Google had already moved Privacy Sandbox from a global developer trial of Topics and FLEDGE toward wider Chrome availability. This rollout puts that transition in front of ordinary browser users rather than only test participants.
Chrome users who receive the prompt may have Topics-based ad personalization active unless they find and change the relevant privacy settings.
Google faces immediate criticism over whether the popup gives users sufficiently clear notice and meaningful control over the feature.
Second-order effects
Advertisers and developers gain a larger potential audience for Privacy Sandbox tools as Chrome exposure expands, while having to account for users who opt out after discovering the setting.
Browser privacy messaging becomes a competitive point: clearer disclosures and simpler controls can differentiate alternatives to Chrome's approach.
Third-order effects
If privacy-preserving ad APIs are introduced through defaults or ambiguous acknowledgements, the market may shift from a debate over third-party cookies to one over the quality of consent and user control in browser-mediated advertising.
The broader viability of Privacy Sandbox-style systems will depend not only on technical adoption but on whether users and regulators view their controls as understandable and credible.
The trend: Browser platforms are replacing older ad-tracking mechanisms with built-in privacy APIs, making interface design and consent choices central to the next ad-tech battleground.
@nixCraft@mastodon.social
@nixCraft@mastodon.social on mastodon
Do you like it when browsers share any function of your browsing history with every random website you visit to target Ads? Well, get ready, Google Chrome pushes ahead with targeted ads based on your browser history https://www.theregister.com/ ... #privacy #security
@mebeim
Marco Bonelli on x
Did Google Chrome just disguise some new data-collection strategy for ads under the premise that it is an “ad privacy feature” making it look like this somehow helps your privacy even though enabling it gives Chrome the OK to collect and share more data about you? Come on... 🤦♂️…
@brave
@brave on x
Don't want Chrome to use your browsing history for targeted ads? You can disable this feature at chrome://settings/adPrivacy. But that only solves one privacy issue with Chrome. The better solution: switch to Brave, which blocks a broad range of ads and trackers by default.
@lukemulks
@lukemulks on x
Appears Chrome is rolling out “ad topics”, targeting users for ads from browsing history by default. The claim is that this is better for privacy, but the devil remains in the details. Without user-first default privacy protection, one could argue this makes it worse.
@protonprivacy
@protonprivacy on x
New week, new Big Tech privacy infringement. 🍿 Since your #Google search history was not enough, now your #Chrome browsing history will also be used to show you ads. Do you know people who still use @GoogleChrome? 👉They probably need this list: https://proton.me/...
@uk_daniel_card
@uk_daniel_card on x
loads chrome..... “Turn on ad privacy feature” so does this feature improve my privacy? “Ad topics help sites show you relevant ads while protecting your browsing history and identity. Chrome can note topics of interest based on your recent browsing history.” this does not... [im…
@wdormann
Will Dormann on x
I really hate this “Got it” form of @darkpatterns for deciding what users want. “Enhanced ad privacy in Chrome” is a new feature? Got it! That's *exactly* what I want. Oh... “Got it” means do the exact opposite of what the title text describes? Now I've... got it? [image]
@matthew_d_green
Matthew Green on x
Chrome just announced that it will be using my browsing history to show me ads. I'm really glad I don't use Chrome as my main browser, and I wish other folks would stop this.
@matthew_d_green
Matthew Green on x
@ryananderson3 I don't want my browser keeping track of my browsing history to help serve me ads, and I definitely don't want my browser sharing any function of my browsing history with every random website I visit.
r/privacy
r on reddit
Google Chrome pushes browser history-based ad targeting