Google recently launched a controversial new ad tracking system called Topics in its Chrome browser. Topics replaces third-party cookies with tracking done directly by Google. It generates a list of your interests based on websites you visit to serve targeted ads. Google calls this “Privacy Sandbox,” but make no mistake - you’re still being tracked for ad purposes.
You can opt out of Topics and other Privacy Sandbox tracking, however. In Chrome’s settings under Privacy & Security > Ad Privacy, disable “Ad Topics” to prevent interest profiling. Turn off “Site-suggested ads” to stop advertisers from targeting you across websites. And switch off “Ad measurement” so your browsing isn’t analyzed.
Still, Google plans to continue testing Privacy Sandbox over the next year before fully removing third-party cookies. So other browsers like Firefox and Safari without any tracking mechanisms at all remain better choices for privacy. Our own Privacy Badger extension, made by digital rights non-profit Electronic Frontier Foundation (EFF.org), can also block third-party trackers in Chrome and other browsers.
Consider alternative browsers and operating systems to prevent Google from further cornering the digital ad market under the guise of privacy. Unless tracking is removed entirely, user data remains at risk.