{"id":14476,"date":"2020-01-28T19:06:08","date_gmt":"2020-01-28T13:36:08","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=14476"},"modified":"2022-09-02T13:50:33","modified_gmt":"2022-09-02T08:20:33","slug":"google-privacy-update-chrome-to-phase-out-user-agent-strings","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/google-privacy-update-chrome-to-phase-out-user-agent-strings\/","title":{"rendered":"Google Privacy Update: Chrome to Phase-Out User Agent Strings","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>While publishers are still trying to embrace the impact of the <a href=\"https:\/\/www.adpushup.com\/blog\/what-publishers-need-to-know-about-googles-samesite-cookie-update\/\" target=\"_blank\" rel=\"noreferrer noopener\">imminent cookie-apocalypse<\/a>, Google has planned to phase-out user agent strings . In a <a href=\"https:\/\/groups.google.com\/a\/chromium.org\/forum\/m\/#!msg\/blink-dev\/-2JIRNMWJ7s\/yHe4tQNLCgAJ\" target=\"_blank\" rel=\"noreferrer noopener\">proposal publicly submitted<\/a> by Google, the company mentions and describes gradual freeze and unification of these strings.<\/p>\n\n\n\n<p>Since the 90s, webmasters have used UA strings to fingerprint website users. Using this, they made adjustments to their website according to user technical specifications. Publishers often use them to feature tailored content, avoid serving bad impressions, and recognize invalid traffic.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/google-privacy-update-chrome-to-phase-out-user-agent-strings\/#What_Is_a_User_Agent_String\" >What Is a User Agent String?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/google-privacy-update-chrome-to-phase-out-user-agent-strings\/#What_Is_the_Update\" >What Is the Update?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/google-privacy-update-chrome-to-phase-out-user-agent-strings\/#What_Publishers_and_Webmasters_Can_Do_About_the_Update\" >What Publishers and Webmasters Can Do About the Update?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_a_User_Agent_String\"><\/span><strong>What Is a User Agent String?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>User agent strings are pieces of text or metadata that have long been used by ad tech industry players for <a href=\"https:\/\/digiday.com\/marketing\/what-is-device-fingerprinting\/\" target=\"_blank\" rel=\"noreferrer noopener\">fingerprinting<\/a> which aims at identifying and tracking users online. Basically, they provide information regarding a user\u2019s device, version of browser used, operating system, and others.&nbsp;<\/p>\n\n\n\n<p>For example, a Chrome user agent string on a Windows 10 will appear as:<\/p>\n\n\n\n<p>Mozilla\/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit\/537.36 (KHTML, like Gecko) Chrome\/79.0.3945.130 Safari\/537.36<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_Is_the_Update\"><\/span><strong>What Is the Update?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>User agent strings cannot be removed from Chrome because that might impact performance of old websites that are not being maintained regularly. This is why Google plans on not updating Chrome\u2019s User Agent component with new strings. In the long run, all UA strings will be unified into generic values which will hardly reveal any information about the user.<\/p>\n\n\n\n<p>By this we mean that if a user is visiting your website, a generic value will not be able to tell you if they\u2019re using Windows 10 or Windows 7. Additionally, user device information will also not be available. The only information that a publisher can get is the browser (but not the version) that a visitor is using.<\/p>\n\n\n\n<p>Here\u2019s a tentative plan from Google which describes how they will roll out this update:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Version<\/strong><\/td><td><strong>Estimated Date<\/strong><\/td><td><strong>Plan of Action<\/strong><\/td><\/tr><tr><td>Chrome 81<\/td><td>Mid March \u201820<\/td><td>Google will deprecate access to \u2018navigator.userAgent\u2019. They will start showing warnings in Chrome for pages that use user agent strings.<\/td><\/tr><tr><td>Chrome 83<\/td><td>Early June \u201820<\/td><td>Google will stop updating their UA component with new strings, further unifying agent strings across all OS versions.<\/td><\/tr><tr><td>Chrome 85<\/td><td>Mid September \u201820<\/td><td>Fingerprinting will be completely nullified. Google will unify desktop OS string as a common value for desktop browsers.<br><br><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_Publishers_and_Webmasters_Can_Do_About_the_Update\"><\/span><strong>What Publishers and Webmasters Can Do About the Update?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>User agent strings helped publishers and developers in enhancing web page display according to user\u2019s device, OS, and browser specification, thus decreasing bounce rate.&nbsp;<\/p>\n\n\n\n<p>The good news is that while Google is implementing these updates to <a rel=\"noreferrer noopener\" href=\"https:\/\/www.blog.google\/products\/chrome\/building-a-more-private-web\/\" target=\"_blank\">comply with privacy standards<\/a>, the online advertising industry can still protect itself. A new replacement mechanism for user agent strings has emerged from <a href=\"https:\/\/www.adpushup.com\/blog\/google-privacy-sandbox-a-look-at-the-alternative-to-third-party-cookies\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google\u2019s privacy sandbox<\/a> named as <a href=\"https:\/\/www.chromium.org\/Home\/chromium-privacy\/privacy-sandbox\" target=\"_blank\" rel=\"noreferrer noopener\">Client Hints<\/a>. Through <a rel=\"noreferrer noopener\" href=\"https:\/\/wicg.github.io\/ua-client-hints\/\" target=\"_blank\">Client Hints<\/a>, website owners can request information about the user. They will get this information only after the browser has approved explicit sharing. This will save webmasters from violating privacy standards in the form of fingerprinting.&nbsp;<\/p>\n\n\n\n<p><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>While publishers are still trying to embrace the impact of the imminent cookie-apocalypse, Google has planned to phase-out user agent strings . In a proposal publicly submitted by Google, the company mentions and describes gradual freeze and unification of these strings. Since the 90s, webmasters have used UA strings to fingerprint website users. Using this,<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":14477,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440],"tags":[6465],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Privacy Update: Chrome to Phase-Out User Agent<\/title>\n<meta name=\"description\" content=\"In another move aimed at improving user privacy, Google now plans on phasing-out user agent strings on Google Chrome to stop fingerprinting.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/google-privacy-update-chrome-to-phase-out-user-agent-strings\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Google Privacy Update: Chrome to Phase-Out User Agent\" \/>\n<meta name=\"twitter:description\" content=\"In another move aimed at improving user privacy, Google now plans on phasing-out user agent strings on Google Chrome to stop fingerprinting.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/01\/Chrome-user-agent.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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