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Chrome adds user settings to control Topics for ads as latest Privacy Sandbox trials start

At the start of 2022, Google announced that the Privacy Sandbox was dropping FLoC as its proposal to replace third-party cookies for online ads. The company shared today that it will start trialing FLEDGE, Attribution Reporting, and Topics in Chrome and showed off end user control settings for the latter.

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Google revises Privacy Sandbox timeline, FLoC testing in Chrome now set to begin in Q1 2022

Earlier this year, Google said it would delay its plan to replace third-party cookies and started offering a detailed schedule. The Privacy Sandbox timeline is seeing its monthly update today, and Chrome will not begin testing FLoC and other ad/relevant content technology until Q1 of next year.

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Google lays out Privacy Sandbox commitments as UK regulator seeks public comment

The Privacy Sandbox is Google’s initiative for building a more private web, and a key aspect involves phasing out support for third-party cookies in Chrome through an alternative called FLoC. Given Google’s reach, the change was always going to be contentious, and it today offered a series of Privacy Sandbox commitments.

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In lieu of cookies, Google proposes ‘Trust Tokens’ to verify users without revealing identity

Google Chrome for Android

Last year, Google announced the “Privacy Sandbox” initiative to build a more private web through open standards. The biggest move was in January when Chrome said it would “phase out support” for third-party cookies. One alternative being proposed and now available for developer testing are “Trust Tokens” to deal with ad fraud.

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