In the latest move to improve the privacy of the Chrome browser, Google is adding support for a new HTML tag that prevents user tracking by isolating embedded content from the page embedding it.
Currently, web browsers allow third-party iframes to communicate with their embedding page. This can be done using postMessage, attributes (e.g., size and name), and permissions.
With browser developers restricting third-party cookies to prevent user tracking, advertising companies have proposed different programming APIs that advertisers can use for interest-based advertising.
These new interest-based advertising technologies include Google’s FLoC, Microsoft’s PARAKEET, and Facebook’s Conversion Lift.