By Luís Daniel Rijo in Data News — Jul 17, 2024

Apple locks horns with Google over Privacy in Web Tracking

Apple rejects Google's Topics API for web tracking, citing privacy concerns over user browsing history exposure.

Apple throws a wrench in Google's web tracking plans by rejecting the Topics API due to privacy risks.

In a move that could further escalate tensions between the tech giants, Apple is publicly rejecting Google's Topics API, a key component of Google's Privacy Sandbox initiative. Apple argues that the Topics API creates a significant privacy risk for users by exposing their browsing history to all websites visited.

The Topics API, introduced in Chrome earlier this year, assigns users interest topics based on their browsing activity. Websites can then access these topics to deliver targeted advertising. While Google claims the API protects user privacy by using anonymized topics and adding random noise, Apple disputes these claims.

Apple's primary concern centers around the potential for re-identification. A recent study by the University of Wisconsin-Madison suggests the Topics API, despite anonymized topics, can be exploited to track users across different websites.This effectively undermines the privacy protections Apple believes are crucial for its users.

The disagreement highlights the ongoing struggle between user privacy and targeted advertising. Google argues that the Topics API provides a more privacy-friendly alternative to current tracking methods, allowing for relevant ads without revealing a user's entire browsing history. Apple, however, maintains that such an approach still compromises user privacy and offers no real benefits for users.

This is not the first time Apple has clashed with Google over privacy issues. Apple has long been a vocal proponent of user privacy, implementing features like Intelligent Tracking Prevention (ITP) to limit website tracking in its Safari browser. Google, on the other hand, relies heavily on advertising revenue, which necessitates some form of user tracking.

The impact of Apple's decision on the future of web tracking remains to be seen. Other browser developers have yet to weigh in on the Topics API, and it's unclear if they will follow Apple's lead. Regardless, Apple's stance is sure to reignite the debate about the appropriate balance between user privacy and a functional online advertising ecosystem.

Apple's view on Topics API was shared on the announcement of the new Private Browsing 2.0 in Safari.

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