In addition to the famous Windows Mica effect, the update of Google Chrome includes the deployment of Privacy Sandbox APIs, Google’s initiative to replace third-party cookies.
The Chrome 115 update ushers in a new era of online ad tracking, with a process that’s supposed to be more respectful of user privacy.
A gradual deployment throughout the summer
Announced in 2021, the Privacy Sandbox will move from individual tracking of Internet users to collective tracking. If the first tests of the initiative have been conclusive, according to the Mountain View firm, the timetable for its deployment has been reviewed several times.
Thus, the Privacy Sandbox APIs will be activated for 35% of people who have installed Chrome 115 this week. After this first step, Google expects to enable them for around 60% of Chrome 115 users at the start of August, a figure that should reach 99% by the end of the month.
” At this point we will also merge the individual experimentation groups, keeping only small isolated groups without each API enabled, to make it easier to spot any potential issues. We’ll stick to this level to continue monitoring and start preparing for Chrome-facilitated test modes. “says the company. The Chrome 116 update will be deployed in stride.
No more individual tracing
The Privacy Sandbox includes many proposals aimed at making online advertising less invasive to users’ privacy. The most striking of these is the so-called cohort method (FLoC). According to the latter, each Internet user will be assigned to a cohort with a group of people with similar interests. Advertisers will then be able to advertise to this group. With this technique, Google will not access the browsing history of Internet users.
The Mountain View firm hopes to completely eliminate third-party cookies from its browser in the second half of 2024.
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- Very good performance
- Simple and pleasant to use
- A secure browser
Complete and fluid, Google Chrome stands out as a free reference for web browsers and is in an excellent position against other flagship applications such as Mozilla Firefox and Microsoft Edge (formerly Internet Explorer). To complete its Windows, Mac and Linux version for computers, the Californian firm also offers a mobile version compatible with Android and iOS.
Complete and fluid, Google Chrome stands out as a free reference for web browsers and is in an excellent position against other flagship applications such as Mozilla Firefox and Microsoft Edge (formerly Internet Explorer). To complete its Windows, Mac and Linux version for computers, the Californian firm also offers a mobile version compatible with Android and iOS.
Sources: Neowin, Google
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