le Chrome continues to show targeted ads based on your browser history

Google is slowly rolling out the Enhanced Ad Privacy feature in Chrome.

The technology used by websites allows them to display ads based on the history of your browser – unless it is manually turned off.

Why we care. Some people are concerned that this technology could invade their privacy. People are becoming more vocal about their dislike of having their online activities monitored for advertising. This method can damage a brand’s image. It is best to find other methods that will not upset your target audience.

The roll-out. In July, people began receiving popups about the new feature after Chrome 115 was released. This version supports Google’s Topics API as part of its Privacy Sandbox Project. Recently, a growing number of people are reporting seeing this pop-up, as those who do not like Chrome mining your browsing history to serve Google ads have spoken out.

What it is and how it works Instead cookies and websites that you visit can be used to ask Google Chrome directly what you are interested in.

Chrome can determine your interests based on your browsing history. Chrome may label your interest as “investing” if, for example, you visit financial websites often.

A website can check with Topics API to learn more about your interests, and then show you relevant ads, such as retirement funds or bonds. Websites can now get information about your online interests straight from your browser.

You may not have been aware of this technology because it has only been available to a small number of Chrome users. Google’s request for consent to this ad-targeting depends on your location and local laws.

What has Google said about the matter? Google’s spokesperson stated in a press release:

• Topics is a feature that lets your browser identify a few topics, such as fitness, travel, and transportation that are most relevant to you based on the browsing history. Topics can only be kept for three weeks, and older topics are deleted.
• Topics are chosen entirely by your device, without any external servers including Google servers. Topics selects three topics from the last three weeks when you visit a site that is participating.
• Chrome’s user controls will let you view the topics and remove those you dislike or disable it completely.

Guide to the Topics API in Google’s Privacy Sandbox.

The article Google Chrome continues to use your browsing history for targeted ads first appeared on Search Engine land.