US-based technology giant Google has revealed a new plan to stop utilizing small files known as cookies to track people’s web browsing activities, after its previous proposals were roundly criticized.
The company said that “it would trial a new system called “Topics”, which it said would protect privacy while continuing to allow targeted advertising.”
As per the reports, “Chrome users will still be tracked and the websites they visit and advertising partners will be given three topics — broad themes supposed to correspond to their interests – based on the user’s browsing history.”
However, the firm stated that the process of generating topics would take place entirely on the user’s device, with no access granted to Google. Advertisers will only be able to retain the topics for three weeks, and Chrome users will have the option of opting out entirely.
“Topics” replaces an earlier idea floated by Google called “Federated Learning of Cohorts” (FLoC), which caused anxiety among advertisers and the media industry.
“Topics was informed by our learning and widespread community feedback from our earlier FLoC trials, and replaces our FLoC proposal,” commented senior Google official Mr. Vinay Goel.