le Chrome now supports Topic-based tracking

Google is slowly rolling out the Enhanced Ad Privacy feature in Chrome. This technology lets websites serve ads based upon your browsing history, unless you turn it off manually.

Why we care. This new way of serving targeted ads is based on the Interest-Based Targeting proposal, Topics (parts of the Privacy Sandbox Project). Last year, Topics replaced FLoC (Federated Learning of Cohorts), as the preferred method of allowing advertising targeting. We wrote about this at the time.

The Topics API allows a site to share with other sites a small number of interesting topics based on stale browsing histories. This is done without the use of external servers. Users can review and delete topics that have been assigned to their profiles. At this time, there are no plans to let them add topics.

Google has switched to targeting by instead of FLoC.

Topics

Some people are concerned that this alternative to cookies tracking could still infringe on their privacy. People are becoming more vocal about their dislike of having their online activities monitored for advertising. After Chrome deprecates cookies, Topics is one of the few options left for brands who want to reach relevant audiences.

The rollout. After the release of Chrome 115, which supports Google Topics API, people began receiving pop-ups about the new feature. Recently, more people are reporting seeing this popup, as those who do not like Chrome using their browsing history to serve Google ads have spoken out.

Dig deeper:

Google’s

Topics

APIs provoke a wide range of reactions

Details Topics JavaScript is a way for websites to ask Google Chrome directly what they’re interested using cookies.

Chrome can determine your interests by analyzing your browsing history. Chrome may label your interest as “investing” if, for example, you visit financial websites frequently.

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.

This technology is being rolled out to a very small number of Chrome users. Google’s request for consent to target ads depends on your location and local laws.

For more information, read Google’s topics API for Privacy Sandbox.

Kim Davis provides additional reporting.

The original post Google launches Topic-based tracking in Chrome first appeared on MarTech.