"For anyone unaware, Google Chrome is currently rolling out an update that tracks your interests based on browsing history, then share them with 3rd party websites. The notification page makes it sound like they added a new privacy feature, but in actuality they automatically enrolled you into their tracking system and you have to go and manually opt out."
There's a screenshot of a pop up from Chrome that says, "Enhanced ad privacy in Chrome" with some marketing spin on how you get more choice on the types of ads you see.