by Google, the tech giant, has recently announced a surprising reversal in its plans to phase out third-party cookies from its Chrome browser. The company initially intended to remove these tracking tools by the end of 2023, following the footsteps of Apple and Firefox. However, in a U-turn, Google now plans to introduce a new privacy-preserving alternative to cookies, known as “Federated Learning of Cohorts” (FLoC).
According to Google, FLoC will allow targeted advertising while maintaining user privacy by grouping individuals with similar interests into cohorts. The company claims that this approach will make online advertising more effective and less intrusive, as ads will be shown to relevant groups rather than individual users.
Google’s decision to keep cookies comes after intense pressure from the digital advertising industry, which relies heavily on targeted advertising to generate revenue. The industry argued that the elimination of cookies would significantly impact their businesses, potentially leading to a decline in online advertising revenue.
Google’s new approach to cookies has raised concerns among privacy advocates, who argue that even if users are grouped into cohorts, their data could still be vulnerable to misuse or exploitation. Google, however, maintains that FLoC is designed to protect user privacy, as it does not use individual-level data for targeting.
The company plans to roll out FLoC in the Chrome browser by late 2021, following a trial period. It remains to be seen how this new approach to cookies will be received by users, privacy advocates, and the digital advertising industry alike.
In summary, Google has announced a U-turn on its plans to phase out third-party cookies from its Chrome browser. The company will instead introduce a new privacy-preserving alternative called FLoC, which groups users into cohorts based on their interests for targeted advertising. This decision has been met with mixed reactions, as privacy advocates express concerns over potential data misuse while the digital advertising industry welcomes the move. Google plans to roll out FLoC by late 2021.
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1.Source: Coherent Market Insights, Public sources, Desk research
2.We have leveraged AI tools to mine information and compile it
Money Singh is a seasoned content writer with over four years of experience in the market research sector. Her expertise spans various industries, including food and beverages, biotechnology, chemical and materials, defense and aerospace, consumer goods, etc.
