You might not notice that Google had been showing you advertisements based on your browsing history. On 3 March 2021, Google had announced that they will be stop pushing advertisements based on browsing history.
Google noticed that by doing so, this had led to a corrosion of trust and up to 72% of people felt that what they are doing on the internet is being tracked by advertisers, technology firms or other companies and 81% of them believes that the potential risks they face because of data collection outweigh the benefits.
In the statement released by Google, Chrome had been working towards removing support for third-party cookies and currently working with Privacy Sandbox to build innovations that protect anonymity of the user while still delivering results for advertisers and publishers.
“If digital advertising doesn’t evolve to address the growing concerns people have about their privacy and how their personal identity is being used, we risk the future of the free and open web.” Google said the statement.
Google added that people should not have to accept being tracked across the web in order to get the benefits of relevant advertising and advertisers do not need to track individual consumers across the web to get the performance benefits of digital advertising.
Google’s solution to the privacy issue is with the introduction of privacy sandbox which is designed to only let publishers target users based on their interest while respecting their privacy. Google will be making use of the breakthroughs in AI like “federated learning” to reach people with relevant content and advertisement by clustering large groups of people with similar interests.
Google’s systems will be using the raw data on the users’ devices instead of transferring data to the cloud. This means that Google will not be able to see the information but will still be able to learn from it.