HomeWinBuzzer NewsGoogle Chrome Third-Party Cookie Replacement Treads Carefully with EU Laws

Google Chrome Third-Party Cookie Replacement Treads Carefully with EU Laws

Google tests ad-targeting without cookies, impacting millions. "Protected Audience" categorizes users on-device, aiming for privacy and GDPR compliance.


has officially initiated public testing of a new browser feature set to replace third-party cookies, impacting an estimated 30 million users. Consistent with previous announcements, the search giant is laying the foundation for a more privacy-centric browsing experience as it prepares to phase out third-party cookies entirely in the latter half of 2024.

Exploring the Privacy Sandbox Initiative

The Privacy Sandbox is designed to serve as a substitute for third-party cookies, ensuring advertisers can still effectively target potential customers without compromising user privacy. Within this framework is Protected Audience, a feature that Dr. Lukasz Olejnik of the University of Edinburgh believes aligns with EU data protection law, potentially obviating the need for consent prompts under the General Data Protection Regulation (GDPR). Protected Audience operates by categorizing users into interest groups based on their browsing activity, which is stored locally for privacy.

Technical Benefits and Legal Compliance

When an individual visits a website using Protected Audience, their browsing preferences are saved to their local device rather than being transmitted to the server. Subsequent advertisements are delivered via a Fenced Frame, which impedes websites from gleaning visitor interests from ad auction script outcomes. While Olejnik acknowledges the solution's legal relevancy, he also notes the necessity to revise related directives like the ePrivacy Directive to accommodate current technologies like the Privacy Sandbox.

Concerns and Scrutiny

Despite Google's progress in crafting a more private browsing experience, concerns have been raised about the on-device demands of Protected Audience, including effects on battery life, bandwidth, and overall device performance. These worries stem from the shift to local ad auction processes that demand significant processing power and storage capacity. Furthermore, the limited user control over the categorized interest groups and the potential impacts of shifting ad tech auctions onto mobile devices add to the scrutiny faced by the Privacy Sandbox project.

Google's attempts to foster a more private digital advertising ecosystem are in full swing with the launch of Protected Audience, yet industry experts and regulatory bodies continue to monitor its development and implementation closely. The technology's broader implications, including its resource usage, remain important factors as Google steers its global user base towards a post-cookie internet.

Luke Jones
Luke Jones
Luke has been writing about all things tech for more than five years. He is following Microsoft closely to bring you the latest news about Windows, Office, Azure, Skype, HoloLens and all the rest of their products.

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