Google adds Privacy Sandbox to Chrome for blocking third party cookie tracking

The latest official version of Google Chrome 91.0.4472.77, the [Privacy Sandbox] test function switch has appeared in the [Privacy Settings and Security] option.

The official description says:

The privacy sandbox is an ongoing project to protect the open network and protect you from tracking mechanisms.

Currently, websites rely on many technologies such as third-party cookies to provide important services (such as displaying relevant advertisements and measuring website performance).

The privacy sandbox can not only open up a better way to perform these services without interfering with the operation of the website but also prevent your online activities from being tracked secretly, so it can well protect the vitality of the open network.

The privacy sandbox is still under active development and is currently only available in certain areas. At this stage, websites can try out the privacy sandbox while continuing to use current network technologies such as third-party cookies.

Join us on Telegram

This feature is different from traditional third-party cookies, and its working principle is as follows:

Once enabled, the website may use the privacy protection technology shown here to provide its content and services. These technologies include alternatives to cross-site tracking mechanisms. Over time, we may add more trial version features.

Advertisers can learn that there are thousands of users with similar interests (just like concert listeners) and choose which advertisements to place on that group (rather than individuals).

Advertisers can study the effectiveness of ads in a way that does not track you across sites.

In January of this year, Google introduced a technology to replace third-party cookies called Federated Learning of Cohorts (FLoC).

According to Google’s official statement, FLoC technology uses machine learning algorithms to analyze user data and then creates a collection of people based on the sites visited by individuals. Advertisers will not obtain users’ local data, but directly obtain a wider range of people’s portraits, so as to distribute advertisements.