It’s this unhappy situation that’s behind the failure of FLoC, Google’s self-heralded attempt to deploy anonymized tracking across the web. And any new technology simply adds to that complexity and cannot exist in isolation.
There is already a complex spider’s web of trackers and data brokers in place. But the issue is that even Google’s staggering level of control over the internet advertising ecosystem is not absolute. The feature is currently hidden behind a flag and appears to be a work in progress.Google’s Privacy Sandbox is supposed to fix this, to serve the needs of advertisers seeking to target users in a more “privacy preserving” way. Google Chrome is also testing a new feature called "Privacy Guide" that explains the browser's various privacy and security controls in an easy-to-understand language and how they affect your browsing experience. The stable update will follow in the next few weeks though it may not include all of the above changes. Even more capable users run the risk of compromising some of their privacy protection, by incorrectly assuming the purpose of a cookie," said Google in a blog post.Īside from this change, Chrome 97 beta brings several new improvements, including support for WebTransport API and CSS media queries to check if a display supports HDR.Ĭhrome 97 has started rolling out on the beta channel, and you can download it from here. "By providing users the ability to delete individual cookies, they can accidentally change the implementation details of the site and potentially break their experience on that site, which can be difficult to predict. Google believes this change will provide a clearer experience for users and reduce the chance of users accidentally breaking a website. However, the controls will remain accessible to web developers in DevTools. Google says it will remove more granular controls at Settings > Privacy and Security > Cookies and other site data > See all cookies and site data at chrome://settings/siteData from Settings.
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