Google is working on a new update. In this way, the company aims to eliminate cookies on the browser
Cross-domain cookies in browsers make it easy to track people online and collect data for targeted ads. Therefore, many browsers from Firefox to Vivaldi now automatically block third-party cookies.
A similar move came from the Google front. The company is trying to create a backup that addresses some privacy concerns. According to the information received, the first attempt was negative. Therefore, it is said that a study will be done again with the Topics API. Here are the details…
Google to remove browser cookies
Google made its first attempt to change cookies in August 2019, with the work under the name Privacy Protected Area. This first attempt was Federated Learning of Cohorts, or FLoC as it is known, which shifted its monitoring responsibility from cookies and third-party advertising networks to the browser.
After 3 years, the technology has brought together people with similar browsing backgrounds. This allowed advertisers to target these groups of people without most of the personally defined information that cookies usually provide. Google then began testing FloC with Chrome last year.
FloC was a relatively better solution than third-party cookies. But it was far from popular with many privacy advocacy groups and companies. The Electronic Frontier Foundation (EFF) criticized Google for offering FloC to millions of Chrome users before the potential privacy risks were fully addressed.
DuckDuckGo even advised people to turn off FloC. Then he himself updated the browser extension to prevent all FloC traces. Therefore, Mozilla, Vivaldi, Brave and other browsers had no plans for this application. Apple and Microsoft were among those who said we should wait longer and see what happens.
Google also announced today that it is replacing the FLoC proposal with a new technology called the Topics API. Similar to the previous FLoC design, the new app is said to use the browser to create groups that advertisers can target. But the new system will focus on the subject itself, rather than those interested in the issue.
Here’s a description of the new Topics API from Google:
Based on your search history, your browser identifies a few main topics for that week, such as Fitness or Travel, that represent the areas of interest you’re most interested in. Topics are kept for only three weeks, and old topics are deleted. This happens entirely on your device without any external servers, including Google servers.
When you visit a participating site, Topics selects only three topics, one topic from each of the last three weeks, to share with the site and its advertising partners. Topics allow browsers to give you meaningful transparency and control over this data. We also create user controls in Chrome that allow you to see topics, remove what you don’t like, or disable the feature completely.
Although for many this new technology is an improvement on FloC, it probably won’t be more popular. Because the Topics API will use your web browser to determine what you’re interested in based on your browsing history. So it’s actually going to turn Chrome itself into an ad targeting platform. As a result, there will be fewer data sharing. But your privacy will not be respected enough.
Google did not provide any information about whether the final app of the Topics API would be included for Chrome users. The company also did not say whether it had discussed the new standard with other browser owners. But Chrome already holds half of that market. On the mobile side, it’s up to 70 percent. So he can lead on his own if he wants to.
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