Google Proposes New 'Topics' Approach to Replace Cookie Tracking: 22th January to 28th January
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Written by Melike
Updated over a week ago

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Google Proposes New 'Topics' Approach to Replace Cookie Tracking

Google is fighting against third-party cookies since 2021. So, its development team is working on FLoC (Federated Learning of Cohorts) for a long time. However, Google has today announced a shift in its approach, with a new topic-based structure now being proposed to both protect user privacy and facilitate publisher insight.

The new process will replace Google’s FLoC, or ‘Federated Learning of Cohorts’ process, which it had been working on to replace cookies. With Topics, your browser determines a handful of topics, like “Fitness” or “Travel & Transportation,” that represent your top interests for that week based on your browsing history. Topics are kept for only three weeks and old topics are deleted. Topics are selected entirely on your device without involving any external servers, including Google servers. When you visit a participating site, Topics picks just three topics, one topic from each of the past three weeks, to share with the site and its advertising partners.

So instead of providing more specific insight on individual user behaviors and interests, Google would enable advertisers and publishers to utilize topics for tracking, protecting user information while also catering to third-party data needs.

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