At Google’s recent I/O event, Google announced some changes it would be making, the changes will affect consumer privacy. They announced some new updates it would be making on its Chrome browser that will change how the browser handles cookies and will enhance user’s privacy across the web. Google announced that it would soon start to protect its user from cross-site cookies and fingerprinting. The web platform also announced plans to launch an open source ad transparency browser extension.
How Google Plans to Protect Users from Cross-site Cookies
Google announced that it will be changing the way Chrome handles cookies. Cookies are used to keep the user logged into web services and it saves information about you at websites. It is also used to track browsing activity, it can be used to serve you personalized ads based on the information it collects. Google wants to protect its user’s privacy when they use Chrome. They plan to do this by providing the user with more transparency about how sites are using cookies. Google will also be offering simple controls for cross-site cookies. Google will be modifying how cookies work in Chrome. They will do this by building on the web’s SameSite cookie attribute.
Google Tackles Fingerprinting
Another announcement Google made was that it would be reducing the ways in which Chrome can be passively fingerprinted. They stated that because some browsers block cookies outright, some user-tracking efforts have moved “underground.” These underground methods that undermine cookie controls are known as fingerprinting. Google has promised to aggressively tackle fingerprinting in chrome. No information was given on how they plan to do this.
Ads Transparency Browser Extension
Google also shared plans to give users more visibility into the data used to personalize ads and the companies involved in the process. They will be releasing an open source browser extension for the ads that Google shows on its own properties and its publishing partners. It will work across different browsers and will show the names of companies “that we know were involved in the process that resulted in an ad.”
The overall idea of all these changes is to provide users with more control over how their data is shared.