The internet giant is widely used Chrome This month, the browser will begin testing an alternative to tracking practice. Google believes it could improve online privacy while allowing advertisers to deliver relevant messages.
The company also stated that it will not create “alternate identifiers” to track people while browsing the web or use them in its products once third-party cookies are removed.
“We are making it explicit that once third-party cookies are removed, we will not create alternate identifiers to track people as they browse the web, nor will we use them in our products,” Google said in a blog post.
“Advances in aggregation, anonymity and on-device processing and other privacy-preserving technologies offer a clear path to replacing individual identifiers,” he added.
The tech giant further cited data from the Pew Research Center that says a vast majority of people feel that almost everything they do online is being tracked by advertisers, tech firms, or other companies, and many say the potential risks they face due to to data collection. outweigh the benefits.
“If digital advertising doesn’t evolve to address the growing concerns people have about their privacy and how their personal identity is used, we risk the future of the free and open Web for third-party cookies,” Google said. .
Google said advances in aggregation, anonymization, on-device processing and other privacy-preserving technologies offer a clear path to replacing individual identifiers.
Chrome intends to make FLoC-based cohorts available for public testing through proof of origin with its upcoming release this month, and expects to begin testing FLoC-based cohorts with advertisers in Google Ads in Q2.
FLoC or Federated Learning of Cohorts proposes a new way for companies to reach people with relevant content and ads by bringing together large groups of people with similar interests. This approach effectively hides people “out of the crowd” and uses on-device processing to keep a person’s web history private in the browser.
Chrome will also offer the first iteration of new user controls in April and will expand on these controls in future releases, as more proposals reach the proof of origin stage and receive more feedback from end users and the industry, he said.
(With inputs from agencies)
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