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Recently, Google released a new version of its Chrome browser (Chrome 69). It features a new sync feature that connects the browser to other Google properties such as Gmail or YouTube. So when you sign in to Gmail, you're automatically signed in to Chrome.
This offers convenience to end users but also raised privacy issues. Chrome is the most used browser in the world with a market share of nearly 60% worldwide and about 50% in the United States.
A "forced login"? Some people are upset by the change of Chrome 69, calling it a "forced connection". It was discussed for the first time on Hacker News. Matthew Green, professor and cryptography expert at Johns Hopkins, also raised questions of confidentiality and trust about the change on his blog.
One of Green's main concerns is that Google now receives browsing history from users without their full understanding and consent:
In short, Google turned the issue of consent to data download by claiming that I had to make an effort – grab my Google credentials and log in to Chrome – to do something that I can now do with one accidental click. This is a dark pattern. Whether it's intentional or unintentional, it's easy for users to turn on sync without knowing it, or to think they're syncing already, eliminating the added cost of Google accessing their data.
Google: "We do not automatically receive navigation data": Asked to comment on Green's post and the problem more generally, Google pointed to a tweet from Chrome engineer Adrienne Porter Felt:
Hello everyone, I want to share more information about recent changes to the Chrome connection. The Chrome desktop now tells you that you're signed in every time you sign in to a Google website. This does NOT mean that Chrome automatically sends your browsing history to your Google Account! 1 /
– Adrienne Porter Felt (@__apf__) September 24, 2018
Google claims that browser history data is not automatically passed to Google and users must participate. The automatic connection and synchronization are therefore different according to the company. However, Green's argument that users do not fully understand what is happening and unintentionally allow their browsing data to be sent to Google is valid.
Typically, users simply "agree" and "allow" without reading the policies or terms to perform their tasks. Google will need to communicate more with end-users during login and synchronization changes before they can ensure they have their consent to receive navigation data.
Why this is important for marketers. Google has been conducting a kind of arms race with Facebook to capture and understand user data for targeting, remarketing and attribution purposes. More data is useful for customizing ad targeting, but these types of changes carry risks for Google.
The company is now receiving a lot of negative reviews and comments about privacy, just like Facebook. This change plays in this story, regardless of the "real motives" of Google.
About the author
Greg Sterling is a writer with Search Engine Land. He writes a personal blog, Screenwerk, about the link between digital media and consumer behavior in the real world. He is also vice president of strategy and prospects for the local research association. Follow him on Twitter or find it on Google+.
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