Barbara
# GOOGLE ROLLS OUT NEW PRIVACY SANDBOX TECHNOLOGIES
Google has announced that Chrome 115, set to be released in July, will support the Privacy Sandbox set of replacement standards for testing by interested companies. While not yet available for everyone, users can activate the new technologies without joining any trials or turning on browser flags.
# CRITICISM OVER PROPOSED REPLACEMENT TECHNOLOGIES
Since 2020, Google has been discussing plans for Chrome to block third-party cookies that track user activity on various websites. However, its replacement technologies have been criticized by competitors and privacy advocates, and regulators are examining whether the new technologies will give Google an unfair advertising advantage.
# NEW TECHNOLOGIES SUPPORTED BY CHROME 115
The new technologies supported by Chrome 115 include the Topics API, which presents advertisers with data about user interests based on their activity, and the FLEDGE tool, which serves remarketing and custom audiences. To prevent fingerprinting, Chrome’s browser data has been reduced to the bare minimum, and Federated Credential Management enables users to sign in to web services without allowing tracking across multiple sites.
# OPPORTUNITIES FOR DEVELOPERS TO TEST OUT CHANGES
There will also be an update later this year to simulate “Chrome third-party cookie deprecation” for any percentage of users that developers choose to enable testing. Google now says it will turn off third-party cookie support for 1% of Chrome users in Q1 of 2024, with plans to extend to more in H2 2025.
# DEVELOPMENT IN COOPERATION WITH UK’S CMA
Google has worked closely with the UK Competition and Markets Authority (CMA) to develop its plan. Although the end of third-party cookie support has been delayed multiple times, Google remains committed to its target of turning it off by late 2024.
Citation: Developer Chrome Blog,
