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UK looking into Google's changes to Chrome 'privacy sandbox' changes - Engadget

UK looking into Google's changes to Chrome 'privacy sandbox' changes - Engadget | The Marteq Alert | Scoop.it
Google is planning to eliminate third-party cookies in its Chrome browser by 2022, which sounds like a good thing for consumers worried about privacy. However, UK’s competition regulator has announced that its investigating the changes, out of concern that advertising dollars could “become even more concentrated on Google’s ecosystem at the expense of its competitors.”

To increase privacy while still allowing personalized ads, Google introduced something called the Privacy Sandbox project back in 2019. The aim is to banish third-party cookies that allow for bot fraud and fingerprinting that can track you across the internet. Those would be replaced by “trust tokens” that would still let advertisers provide relevant ads without tying the data to an individual.

The UK’s Competition and Markets Authority (CMA) said it found in a recent study that “[Google] could undermine the ability of publishers to generate revenue and undermine competition in digital advertising, entrenching Google’s market power.” It also said that it has received complaints from a group representing newspaper publishers and technology companies, alleging that Google may be “abusing its dominant position.”
CYDigital/marteq.io's insight:

All the more reason to seriously review and invest in extended zero party data!

 

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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Chrome's next big update could keep your browsing private without Incognito Mode - TechRadar

Chrome's next big update could keep your browsing private without Incognito Mode - TechRadar | The Marteq Alert | Scoop.it
Chrome is developing a Privacy Sandbox feature that will prevent tracking cookies from following you between websites – and it's coming soon.

We're now seeing the first fruits of those efforts, with signs of a new Privacy Sandbox feature in Chrome Canary (an unstable early release intended for developers and anyone who wants to get a peek at features in progress).

As Techdows reports, the Privacy Sandbox is now visible as a Chrome Flag (a switch that allows you to activate experimental features), but it's not yet functional and is currently just a placeholder.
CYDigital/marteq.io's insight:

If true, and it lives up to the hype, it will blow away privacy-centric browsers. But it won't live up to the hype.

 

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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Chrome 85 arrives with tab management, 10% faster page loads, and PDF improvements - VentureBeat

Chrome 85 arrives with tab management, 10% faster page loads, and PDF improvements - VentureBeat | The Marteq Alert | Scoop.it
Google today launched Chrome 85 for Windows, Mac, Linux, Android, and iOS. Chrome 85 brings tab management changes, 10% faster page loads, PDF improvements, and a slew of developer features. You can update to the latest version now using Chrome’s built-in updater or download it directly from google.com/chrome.

CYDigital/marteq.io's insight:

Chrome improvements announced at the same time as Firefox improvements. But compare the improvements to see where the emphasis. 

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

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