To improve the privacy of its users, Google has introduced a new feature in its Chrome browser that will prevent the data of users from being tracked online

Many scammers are using different techniques to track the data of users and to gain the access to their privacy that could be a huge threat for users from all over the world. The cases of data tracking of users have increased a lot especially during the quarantine situation when most of the people have to work from home. These bad actors ultimately track the personal details of the users including their important ID, passwords, and pin-code, etc. To restrict the privacy of the users being tracked online, Google has introduced a new feature that will prevent the privacy of the users when they are working online.

Google is going to add the HTML tag that will restrict users’ tracking by separating embedded content from the page inserting it. Presently, the web browser allows third-party iframes to connect with your embed page. This can be done using post-message, qualities, and approvals. Now the developer of Chrome browser has impeded third-party cookies to avoid users’ tracking, advertising companies have planned different programming APIs that advertisers can apply for interest-based advertising. According to sources, the advertisers aim to track the personal data of the users to send them personalized ads. Most of the small businesses run on such personalized ads.

These latest interest-based advertising tools include Google’s FLoC, Microsoft PARAKEET, and Facebook expansion in conversations. When the third-party cookies are confiscated, these technologies will become unable to trace users by cross-linking data between an iframe and its embedder. Google is introducing a new iframe named “Fenced Frame” to separate the embedded content and not let third-parties to see the data of users of the embedded page. This can be used to avoid the online tracking of the users when they are using the browser.

Fenced frames are the modern form of an embedded document and it forces a limit between the embedding page and the cross-site embedded document, this will be much helpful that these two sites will not be able to share the data of users, which can restrict the tracking of users and threats online. These fence frames have the following traits like these fences are not able to convey the information to embedder, however, they can transmit a little information, and they do not have the storage space, and they may have access to some united data of users. These fences frames will have read-only admittance to some non-partitioned storage, these fences are still model and are not involved in development.

Photo: Jaap Arriens/NurPhoto / Getty Images
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