![]() When you visit a participating site, Topics picks just three topics, one topic from each of the past three weeks, to share with the site and its advertising partners. Topics are selected entirely on your device without involving any external servers, including Google servers. “Topics are kept for only three weeks and old topics are deleted. “With Topics, your browser determines a handful of topics, like ‘Fitness’ or ‘Travel & Transportation,’ that represent your top interests for that week based on your browsing history,” Google explains. And it will still be a browser-based technology that balances the financial needs of Google and its advertisers with the privacy needs of its customers. Google’s new FLoC replacement, called Topics, is still designed to replace tracking mechanisms like third-party cookies. Most of which apparently told it that FLoC was a nonstarter. And Google was forced to continually delay its implementation while it sought feedback from interested parties. But as Google pushed forward, most browser makers-including Brave, DuckDuckGo, Mozilla, and Vivaldi, but not Microsoft-all announced plans to block FloC. ![]() Naturally, this plan was met with skepticism. The system would replace cookies and allegedly help prevent fingerprinting and the other tracking techniques that are at the heart of Google’s advertising empire. Topics was informed by our learning and widespread community feedback from our earlier FLoC trials, and replaces our FLoC proposal.”įLoC dates back to August 2019, when Google first announced its plans for the Privacy Sandbox, which it described as a new standards-based system that would allow advertisers to sell ads without harming user privacy. “Today, we’re announcing Topics, a new Privacy Sandbox proposal for interest-based advertising. “We started the Privacy Sandbox initiative to improve web privacy for users, while also giving publishers, creators and other developers the tools they need to build thriving businesses, ensuring a safe and healthy web for all,” Google product director Vinay Goel writes in the announcement post. Well, here’s one Google cancelation that shouldn’t upset anyone: Google’s coming Privacy Sandbox will no longer be based on FLoC, its controversial replacement for web browser cookies.
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