Google is rolling out a new feature called “Privacy Sandbox” that also enables websites to use Google’s new “Topics API” to view web addresses in your browser history.

People are generally concerned because it allows a site like Petsmart.com to learn that you bank at WellsFargo.com and that you also visit Nickelodeon.com frequently. Petsmart may then use this information to target ads at you.

The larger concern is that just about any website can learn this information (so not just Petsmart.com, but SouthernRecipeMamaOfFour.net can also get this information, which is excessive access for a site like that to say the least). The fear is likely overblown, though.

What can you do to protect yourself? Don’t use Google products or Chromium-based web browsers.

Edit: Looks like my understanding was off. Shout out to NicoCharrua and a couple other users who clarified that Topics API doesn’t expose URLs, but instead looks at the URLs in your history to create topics (kind of like tags) that other sites can see. Hope my potential employer doesn’t find out about my love of large ethnic butts!

Dumb business law bullshit that shouldn't matter but does.

Dropping third-party cookies entirely would be a security and privacy boon for users, and the Chrome folks have wanted to do it for a while. But they can't drop third-party cookies without giving some kind of replacement to the "adtech industry" people. (Not their own ad people — rather, Facebook and the folks who put up the nasty teeth ads.)

Why? Because antitrust law. If Google undermines "adtech" — even though literally no users want "adtech" — then the "adtech" people (possibly including Facebook) will sue them and win. Because in American law, a big business isn't supposed to directly undermine another big business like that.

Sensible folks should just turn off the ad-targeting setting and third-party cookies.

To be clear, yes, I'm saying that this move by Google is not evil. It doesn't take away any privacy that users weren't already losing to third-party cookies from Facebook and other "adtech industry" folks. Rather, it makes it possible to limit how much of your privacy the "adtech" folks get to mess with.

And you and I can already turn it off, and turn third-party cookies off.

And yes, I do think "adtech" is basically a bunch of spammers who (in the words of Douglas Adams) will be the first against the wall when the revolution comes; and that Google is at least slightly better than that.

And yes, antitrust law is, in general, a good thing. This is a weird corner case that, if it had been better anticipated, could have been avoided. It sure would be nice if Chrome were completely separate from the Google business that makes money from ads. Chrome is actually pretty damn good at a lot of things; including (back in the day) getting lots of Windows users to ditch Internet Explorer when it was actively being used by criminals to take over their computers and do crime.

So right now when browsing the internet if you take no steps to protect your privacy, it's like your house is surrounded by corporate spies collecting data on everything they can see you doing through the windows. And these are some huge windows.

Taking steps like adblocking, blocking known trackers, blocking third party cookies, VPN, and / or, blocking JavaScript altogether is basically just closing / blocking those windows to make it harder for the spies. Sure, they can still glean some info but significantly less.

With Chrome's recent change, now you've been opted-in to having a tracker strapped to your chest. They promise the data is less exposing than the current data being collected, but that can change They claim it'll protect your privacy because instead of the spies collecting data directly to provide to their employers they simply have to walk up to a terminal and collect the data the chest tracker has collected and curated.

This is just my interpretation, I haven't thoroughly researched it I simply decided it was too much and moved back to Firefox as my primary browser after using Chrome for over a decade.