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Google gets its way, bakes a user-tracking ad platform directly into Chrome

  • Google has baked a new ad tracking platform directly into Chrome that generates user "topics" to share with advertisers.

  • The tracking platform was previously called FLoC and Topics API, and has faced widespread opposition.

  • Google says it will block third-party cookies in Chrome in 2024, arguing this ad tracking system is better privacy than third-party cookies.

  • Users will see a pop-up about "ad privacy" in Chrome as the tracking rolls out. It can be disabled in settings.

  • The author argues Google is forcing this tracking into Chrome despite user opposition, as Google controls Chrome and relies on ads for revenue.

arstechnica.com
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