Google will give up FLoC technology and replace it with another


Google will shut down its FLoC (Federated Learning of Cohorts) project. This solution was to replace cookies in targeting advertising.

Instead, Google began working on a new technology – “Topics”.

How will it work? Now Google will assign each site a specific theme, now there are more than 300 in the base algorithm. Themes will be selected automatically with the help of artificial intelligence, based on the name of the domain and the content of the site.

The browser, in its turn, will learn about the user’s preferences from the history of visits to the sites, which will be stored for up to three weeks.

With the help of technology “Topics” Google plans to create a digital profile of users, based on which will be shown by targeting ads. At the same time, the company said that it will not include various sensitive topics, such as gender and race.

In addition, users will be able to view and remove their topics of interest from the list.

Testing will begin at the end of the first quarter of 2022. Google will gather feedback from partners and regulators before launching the trial.

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