The developers at Google have been planning to create a Privacy Sandbox which will protect your privacy. However, you will continue getting targetted ads. In fact, it can go a long way in promoting the ads revenue for Google in a bigger way.
The new sandbox feature is expected to be the win-win situation for both users and Google. While it will provide users a better control over the browser, it will improve the earning for Google as the ads will now be more targetted for the individual preferences.
The new option is in sharp contrast to the rivals like Firefox who offers a kind of blanket ban on every kind of tracking by third-party applications. Google, however, does not thin such a blanket ban may not offer the best experience for the users. It can induce the more unwanted tracking options for the website owners and advertisers.
“Unlike cookies, users cannot clear their fingerprint, and this means that even if a user wishes not to be identified, they cannot stop the developer from doing so,” is what Google has to say in its blog post.
The move can be seen equivalent to Off-Facebook Activity tool designed by Facebook to combat privacy issues which is akin to what Google has proposed through the new Sandbox feature. The feature on Facebook provides control for the users to choose the businesses which they want to track them and remove the advertisers that they do not want to be associated with.
In essence, the move from Google comes as a means of improving the standards of advertising and working the expectations that the users may have with respect to the privacy levels. Let us see how it develops over the next few months.