Through a new API, Google allows websites to show Chrome users targeted ads based on their browsing history.

With the release of Chrome 115 came the gradual introduction of Improved privacy for ads with him. This new tool allows Google to target websites via its new Topics API based on an individual Chrome user’s browsing history without identifying them.

No more cookies

You may be thinking this sounds familiar: online advertising inspired by surfing behavior; Isn’t that what cookies are for? Not soon, at least as far as Chrome is concerned. Google is moving to its own project, Privacy Sandbox. This is a collection of APIs designed to gradually replace the use of third-party cookies.

Instead of using cookies, the Topics API allows websites to “ask” Google directly about a Chrome user’s interests based on the types of websites they visit most often. The website can then use this information to place targeted advertising. That’s a little earlier than expected last year.

Do you often visit real estate agency, real estate agent and architect websites? The websites can then use this information via the Topics API to display ads for real estate sites or for new construction projects, for example.

message and receipt

Reports of a pop-up announcing Enhanced Ad Privacy are becoming more common. You often can’t opt ​​out of the new feature, but you can customize it in Chrome’s privacy settings. In fact, if you see the popup, the feature is already active. While the message tells you that you can turn this off in your settings, you’ll have to do it yourself.

By itself, Enhanced Ad Privacy means the opposite of its name. The technology specialist also noticed this Will Dorman At. In response to this post, X also became one screenshot shared by another pop-up that appears to give you an option to opt-out.

You must also disable cookies yourself, but currently you can often opt-out. This difference leads to criticism, for example from the crypto professor Matthew Green op X. It itself asks en passant to simply stop using Chrome as the main browser.

Google emphasizes that this new system does not identify the users themselves, only their browsing history and surfing behavior. There are also variations on this privacy theme depending on your location. In some parts of the world they are already stricter than elsewhere. The EU, for example, will undoubtedly look at this with eagle eyes.