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Google proposes new privacy and anti-fingerprinting controls for the web

August 22, 2019

Google today announced a new long-term initiative that, if fully realized, will make it harder for online marketers and advertisers to track you across the web. This new proposal follows the company’s plans to change how cookies in Chrome work and to make it easier for users to block tracking cookies.

Today’s proposal for a new open standard extends this by looking at how Chrome can close the loopholes that the digital advertising ecosystem can use to circumvent that. And soon, that may mean that your browser will feature new options that give you more control over how much you share without losing your anonymity.

Over the course of the last few months, Google started talking about a ‘Privacy Sandbox’ which would allow for a certain degree of personalization while still protecting a user’s privacy.

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