SAN FRANCISCO, United States - Google is weaning itself off user-tracking "cookies" which allow the web giant to deliver personalized ads but which also have raised the hackles of privacy defenders.
"Results indicate that when it comes to generating interest-based audiences, FLoC can provide an effective replacement signal for third-party cookies." Google has plenty of incentive for the change. The US internet giant has been hammered by critics over user privacy, and is keenly aware of trends for legislation protecting people's data rights.
"Third-party cookies are a privacy nightmare," Electronic Frontier Foundation staff technologist Bennet Cyphers told AFP.He reasoned that advertising based on context can be effective; an example being someone looking at recipes at a cooking website being shown ads for cookware or grocery stores. "There is a chance that it just makes a lot of privacy problems worse," Cyphers said, suggesting the new system could create "cohort" badges of people who may be targeted with little transparency..
Cohort-based marketing... They can now narrow down users to x number of specifics. Safari's not using 3rd party cookies... How about 1st party cookies? Opppsss can't question Google 😅
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