Google Launches ‘Behavior Tracker’ For Most Chrome Users

Let me ask you a question: do you use Google Chrome?

The big tech giant recently launched what many are calling a ‘behavior tracker.’ Google is a company that primarily relies on advertising revenue to generate profits—this is their core business.

Google achieves this through using targeted ads tailored to each consumer’s browsing history and habits. I am sure you have seen such ads all around the internet as you scroll.

Internet companies are able to track this behavior through something known as a third-party cookie—these have been around for a very long time.

However, Google has now introduced an alternative to the traditional third-party cookie in the form of a new feature known as ‘Privacy Sandbox.’

According to sources, this will allow Google to track behavior directly in-browser, though the company claims that users can turn off these tracking features through the Google Chrome settings.

Obviously, this has raised massive privacy concerns among users who believe this will simply be another way for the tech giant to collect personal data from Americans.

Brave, a popular web browsing alternative, explained: “Google’s Topics API is just one part of the company’s Privacy Sandbox. While Google says the Privacy Sandbox will protect privacy and openness on the Web, we feel it will harm privacy and further cement Google’s control over the Web.”

Google's Topics API is just one part of the company's Privacy Sandbox.

While Google says the Privacy Sandbox will protect privacy and openness on the Web, we feel it will harm privacy and further cement Google's control over the Web.

Read more here:https://t.co/rnxKZ8cxAj

— Brave Software (@brave) September 8, 2023

Game developer Rune Skovbo Johansen warned users: “Google has built a user-tracking ad platform directly into Chrome and has now activated it, calling it “a step towards a more private web” even though it’s the exact opposite. Time to switch to another browser. I recommend Firefox.”

Google has built a user-tracking ad platform directly into Chrome and has now activated it, calling it "a step towards a more private web" even though it's the exact opposite.

Time to switch to another browser. I recommend Firefox.https://t.co/ZrIioV47tr

— Rune Skovbo Johansen (@runevision) September 11, 2023

Coin Telegraph featured a lengthy report on Privacy Sandbox:

The Electronic Frontier Foundation, a digital privacy advocacy group, argued that an earlier version of the Privacy Sandbox did little to enhance privacy, as it continued to track users’ behavior, albeit within the browser instead of through cookies.

According to the group, the Privacy Sandbox could be even more invasive than third-party cookies in some respects.

“Google argues that there has to be a tracking alternative [to cookies]—you can’t just not be spied on,” Professor and author Carissa Véliz noted.

"Google argues that there has to be a tracking alternative [to cookies]—you can't just not be spied on." #privacy #surveillance #AIEthicshttps://t.co/2c3HuPzd1V

— Carissa Véliz (@CarissaVeliz) September 12, 2023

Investor Eric Seufert provided a counter-perspective: “It’s curious to see the rollout of Privacy Sandbox being characterized as Google “inserting spyware” into Chrome. It reveals the magnitude of the knowledge/awareness gap between consumers and the advertising industry.”

It's curious to see the rollout of Privacy Sandbox being characterized as Google "inserting spyware" into Chrome. It reveals the magnitude of the knowledge / awareness gap between consumers and the advertising industry. pic.twitter.com/HbcPykBwAz

— Eric Seufert (@eric_seufert) September 7, 2023

Inc.Com writes:

The timing of the rollout is interesting considering Google faces an antitrust trial starting Tuesday.

The Department of Justice is accusing Google of pushing out competition by striking deals to make Google Search the default on desktop and mobile browsers.

The last thing the company wants is more scrutiny around its most lucrative business.