Google sets the “cookies” for user tracking, with which the web giant can place personalized advertisements.
The disadvantage of using these cookies was that they caused the data protection officers’ problems. The US internet giant has been pounded by critics about user privacy and is well aware of the trends in laws protecting people’s data rights.
Just last month, Google published the results of tests that represent an alternative to long-term tracking practice. It is claimed that this could improve online privacy and still allow advertisers to deliver relevant news.
“This approach effectively hides people in the crowd and uses the processing on the device to keep a person’s web log private in the browser,” said Google Product Manager Chetna Bindra when introducing the system called Federated Learning of Cohorts (FLoC).
She added, “The results show that FLoC can provide an effective substitute for third-party cookies when it comes to generating interest-based audiences.”
Google plans to test the FLoC approach with advertisers with its Chrome browser later this year.
Regarding privacy concerns, some types of cookies – text files that are stored when a user visits a website – are a convenience for logging in and browsing frequently visited websites.
Anyone who has called up a registration page online in order to automatically enter their name and address if necessary has cookies to thank. But other types of cookies, especially those from third parties, are considered nefarious by some.
Safari and Firefox browsers have already removed third-party cookies, but they are still used in the world’s most popular browser – Chrome.
According to StatCounter, Chrome had a 63 percent share of the global browser market last year.
