- Jan 8, 2011
The US mega-corp has developed a variety of replacement technologies, such as the Topics API that will allow ad targeting to continue without cookie-based tracking and – it's claimed – no privacy consequences.
So if you visit lots of financial websites, one of your Chrome-selected topics may be "investing." If a site you visit queries the Topics API, it may learn of this interest from Chrome and decide to serve you an advert about bonds or retirement funds. It also means websites can fetch your online interests straight from your browser.
Google has offered repeated reassurances that its Topics API does not allow companies to identify those whose interests inform its ad API. But some developers claim Topics may be useful for browser fingerprinting and both Apple and Mozilla have said they won't adopt Topics due to privacy concerns.
How to Opt-out using
Unlike America, where opt-out is acceptable and opt-in requirements are broadly opposed by marketers, EU data privacy rules are more demanding in the way data choices are presented.
So if you see a pop-up with "Got It," you've probably been opted-in, based on where you are, and you need to turn off the Topics API support in your Chrome settings if you don't like it; and if you have the option to "Turn it on," you're being asked to opt in or out as you're in a region that requires it.
Depending on what Chrome version you're using, and whether you've been selected to start using Topics API, you can switch this functionality off and on by visiting
Story via Google Chrome pushes browser history-based ad targeting