Google Chrome Rolls Out Support for 'Privacy Sandbox' to Bid Farewell to Tracking Cookies

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Sep 11, 2023THNPrivacy / Online Security

Privacy Sandbox

Google has officially begun its rollout of Privacy Sandbox successful the Chrome web browser to a bulk of its users, astir 4 months aft it announced the plans.

"We judge it is captious to some amended privateness and sphere entree to information, whether it's news, a how-to-guide, oregon a amusive video," Anthony Chavez, vice president of Privacy Sandbox initiatives astatine Google, said.

"Without viable privacy-preserving alternatives to third-party cookies, specified arsenic the Privacy Sandbox, we hazard reducing entree to accusation for each users, and incentivizing invasive tactics specified arsenic fingerprinting."

To that end, the hunt elephantine is initially leaving astir 3 percent of users unaffected by the alteration successful bid to behaviour capable tests. General availability is expected to encompass each users successful the coming months.

Privacy Sandbox is Google's umbrella term for a acceptable of technologies that purpose to destruct third-party tracking cookies connected the web and regenerate them with privacy-preserving alternatives, portion inactive serving tailored contented and ads.


The institution is besides simultaneously investigating Privacy Sandbox connected Android successful beta to eligible mobile devices moving Android 13.

Central to the task is simply a Topics API, which sorts users into antithetic topics (that tin alteration implicit time) based connected the sites visited and the frequence with which those sites are visited, which websites tin query to infer what topics a circumstantial idiosyncratic is funny successful and service personalized ads without knowing who they are.

In different words, the web browser acts arsenic an intermediary betwixt the idiosyncratic and the website. Users tin further control their experience by customizing the advertisement topics they're funny in, the relevance and measurement APIs they privation enabled, oregon wholly opt retired of these features.

However, Privacy Sandbox is not without its just stock of criticism, with Movement For An Open Web noting past week that "Google gathers reams of idiosyncratic information connected each and each 1 of its users, sourced done an opt-in process that it's hard for astir web users to avoid."

The improvement comes arsenic Google is enabling real-time protections against phishing attacks done improvements to Safe Browsing, without immoderate anterior cognition of users' browsing history.


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Google did not disclose the nonstop method aspects involved, but it has leveraged Oblivious HTTP relays (OHTTP relays) arsenic portion of Privacy Sandbox to incorporated anonymity protections and disguise IP code information.

"Previously, it worked by checking each tract sojourn against a locally-stored database of known atrocious sites, which is updated each 30 to 60 minutes," Parisa Tabriz, vice president of Chrome, said.

"But phishing domains person gotten much blase — and today, 60% of them beryllium for little than 10 minutes, making them hard to block. By shortening the clip betwixt recognition and prevention of threats, we expect to spot 25% improved extortion from malware and phishing threats."

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