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google-floc-ad-tracking - The Washington Post
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Google is totally changing how ads track people around the Internet Here s what you need to know
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Google Plans To Eradicate Cookies
Regulators and rivals have raised concerns about Google’s grand plan to rewrite the rules of online advertising.
Google is to restrict the number of advertising cookies on websites accessed via its Chrome browser, in response to calls for greater privacy controls.
It said that it would phase out third-party cookies within the next two years,
Millions of people are already part of a global experiment to delete cookies once and for all. Since last month, Google has been testing new browser-based technologies in Chrome that could turn the global advertising industry upside down.
Cookies are small text files that are used to track users across the web. Cookies are used to collect user data, which can be on both an aggregate and anonymised level, such as clicks on page, pages viewed, engagement elements, and also on a PII (personal identifiable information) level, such as device IDs, names, addresses, passwords and credit card numbers. Most
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Millions of people are already part of a global experiment to eradicate cookies once and for all. Since last month, Google has been trialling new browser-based tech in Chrome that could upend the global advertising industry. Most people involved in the trial probably don’t even realize it but as the project gathers pace, critical voices are raising the alarm.
WIRED UK
This story originally appeared on WIRED UK.
Regulators in Germany, France, and Belgium are all scrutinizing Google’s proposals. At the same time, some of the world’s biggest websites have decided to skip Google’s trials entirely, with a number of companies developing ways for people to dodge the system.
PHOTO:
supattra pongsuwan/EyeEm
Goodbye, cookies. Hello FLoC? By now, marketers who rely on advertising and targeting through the Google machine likely know about the search giantâs plans for a third-party cookies alternative: the open-source Privacy Sandbox that intends to make cookie-tracking obsolete. It s built on anonymized group-targeting principles vs. individuals. Google calls these groups âFederated Learning of Cohorts,â or FLoC, where brands wonât be able to determine who they are targeting specifically, but will still get to curate relevant advertisements based on the interests of each FLoC. Itâs currently rolled out for about a month now in a developer origin trial in Chrome.
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