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able to listen to you everywhere on the web. Tracking technology can arguably benefit us as well. For example, it could be helpful if an online store reminds you every three months you need a new toothbrush, or that this time last year you bought a birthday card for your mum. Offloading cognitive effort, such as reminders like these, is a great way automation can assist humanity. When used in situations where pinpoint accuracy is required, it can make our lives easier and more pleasant. However, if you are not comfortable with surveillance, the alternative to third-party cookies may not necessarily be the new Privacy Sandbox in Chrome. The alternative is to completely disable tracking altogether. What can you do? If you don’t want your online activities to be tracked for advertising purposes, there are a few straightforward choices. By far the most private browsers are specialist non-tracking browsers that prioritise no tracking, such as DuckDuckGo and Brave. But if you don’t want to get that nerdy, Safari and Firefox already have third-party cookies blocked by default. If you don’t mind some useful targeted advertising, you can leave the Chrome Privacy Sandbox settings on. If you want to adjust these settings or switch them off, click the three dots in the upper-right corner and go to Settings Privacy and Security Ad privacy. It’s unclear if toggling these features off will stop Chrome from collecting these data altogether, or if it just won’t share the data with advertisers. You can find out more details about each feature on the Google Chrome Help page. Lastly, it’s good to remember nothing truly comes for free. Software costs money to develop. If you’re not paying towards that, then it’s likely you – or your data – are the product. We need to revolutionise how we think about our own data and what value it truly holds. The tools found in Google Chrome are nestled under Settings - Ads privacy. You can toggle each section on or off individually, and click on them to look at more details. Screenshot via The Conversation