DuckDuckGo’s Chrome extension thus already has an interested market in spite of Google’s new systems not yet being finalized. Privacy advocates point out that Google will also still have access to information about potentially sensitive demographic categories, and that it is not impossible for third party advertisers to use this system to identify and track individuals. Regulators have tended to be more concerned with the antitrust end of the proposal, speculating that Google will force the digital advertising market to route itself through this technology. The system is supposed to enhance privacy by putting users in “interest buckets” instead of building individual profiles on them, with the processing of those buckets handled browser-side so that third parties have very limited access to it.ĭuckDuckGo’s concerns about the privacy sandbox echo those already raised by both digital privacy groups and national regulators around the world. Together, FLEDGE and Topics are meant to replace the standard tracking cookie used for ad targeting (which Google intends to put an end to in Chrome by the end of 2022).
DuckDuckGo Chrome extension allows users to duck out of the privacy sandboxĪ blog post from DuckDuckGo announced that two central components of Google’s Privacy Sandbox, FLEDGE and Google Topics, could now be blocked either individually or together in its recently-updated Chrome extension. The system attempts to make personalized advertising more private by placing users in client-side interest groups, but it has been criticized by a number of privacy advocates. Google has been wheeling out its new “Privacy Sandbox” ad targeting approach in stages, focusing on making changes to its Chrome browser as the first steps.
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