“We do not want to see it proceed further,” the group said. The TAG wants Google to stop Topics API in its tracks. Moreover, it does not give the user “fine-grained control” over what those sites can learn about them. As it turns out, you probably still can’t have your cake and eat it too.Īccording to TAG, the new API does not change the “status quo of inappropriate surveillance on the web,” because it still allows the browser to share information about a user’s browsing history with websites. The core idea of Topics is to allow advertisers to keep targeting users with interest-based ads, while protecting the latter from unwanted tracking and profiling. But what makes the Topics API, the cornerstone of Google’s privacy initiative, so bad? Ad-friendly and privacy-friendly - too good to be true? After reviewing the API, the W3C Technical Architecture Group (TAG), a special working group within the World Wide Web Consortium, concluded that Topics fell short of achieving its ambition goal: that is to protect people’s privacy while also protecting advertisers from losing revenue. ![]() Now, Google’s proposed API has been dealt another blow. Various privacy advocates, browser vendors and other industry players have poked holes in Google’s approach as well. And it’s not that our bar is set too high. In our in-depth article on the subject, we explained why in detail. But sadly, and predictably, it has failed in its main goal - making interest-based advertising more private. Its proposed replacement, the Topics API, is promising to do just that. The reason Chrome has lagged behind its competitors is that Google hoped to create an alternative to the third-party cookie that would satisfy both advertisers and privacy-conscious users. While many other browsers are already blocking third-party cookies, seeing them as a privacy threat, Google still allows them in Chrome and will continue to do so until at least 2024. It’s no secret that Google for years has been trying to sunset the third-party cookie, the bedrock of retargeting ads and once the online tracking essential. Blocks trackers and dangerous sites.įree the Web from ads and protect your privacy with AdGuard Browser Extension ![]() Fights trackers and phishing.īlocks ads in browsers and supports DNS filtering. Protects your privacy.ĭoesn’t need root access to block ads in browsers and apps. ![]() Protects from phishing and malware.ĭesigned with macOS specifics in mind. Blocks ads and trackers in browsers and apps.
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