Google offers new replacement for advertising cookies

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Google has announced a second try at enabling advertisers to buy ads based on users' browsing interests without having to rely on what it has described as privacy-invasive tracking cookies.

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Google wants to block tracking cookies in its Chrome web browser by the end of next year, which would prevent advertising companies from logging the websites someone is visiting.

Google's initial solution, known as Federated Learning of Cohorts, or FLoC, aimed to constantly group people into big baskets designed by algorithms based on websites users visited in the last week. But in tests last year, some advertisers found FLoC less effective than cookies for choosing users to target and the system carried the risk of exposing an individual's browsing history, Google product director Vinay Goel told Reuters.

The new browser system, which is called Topics, groups each user in up to 15 baskets out of about 350 human-designed choices such as "fitness" and "travel" based on three weeks of browsing.

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