04-02-2021 , 01:36 PM
Quote:Google has started the process of removing third-party-cookie support from its Chrome browser. By the end of 2021, the browser will no longer allow advertising networks to place tracking codes on your machine that can follow your visits to any site that uses that ad network.Source : https://www.tomsguide.com/news/google-ch...ur-privacy
That’s good news, of course, but you’re probably asking, “Isn’t Google’s entire business model based around advertising?” and “Doesn’t Google own the world’s largest advertising network?” Well, yes, that’s absolutely correct!
And that’s why the end of third-party cookies does not signal the end of highly personalized internet-based advertising.
Instead, Google is introducing a new targeted-advertising system called FLoC, or the Federated Learning of Cohorts. It’s a browser standard that will be integrated into Chrome over the coming months, and it aims to provide a more private way to keep tabs on your monetizable interests.
How does FLoC work?
As a way to protect your online privacy, FLoC will not consider you as an individual. Instead, it will place you into a group, or cohort, with other people who have similar interests.
This cohort-sorting will happen within the browser, and websites will simply be able to ask your browser which cohort you belong to. The theory is that marketers can make ads tailored to your cohort, but not to you specifically.
The cohort you end up in — you can be in only one cohort at a time — will be decided by your activity online. It can be based on specific URLs you visit as well as the actual content on those pages.