In the third quarter of 2021 alone, the search giant made $53 billion from advertising-but the online world in which Google operates is changing. And even the ad tech industry isn’t happy, with rivals arguing that Google is attempting to reshape online advertising in its image. But many privacy experts have argued that it’s impact will be limited. On the face of it, it's a move to improve user privacy. Topics is just one element of Google’s wider Privacy Sandbox plan to bring about the end of third-party cookies in Chrome. This week the company announced it was scrapping Federated Learning of Cohorts (FLoC), a key part of its plan, and replacing it with a new system called Topics. Well, now it’s January 2022 and Google is back with another plan. Back in January 2020 the company announced it would overhaul Chrome by removing cookies that follow people around the web within two years. Google’s plan to remove third-party cookies from Chrome hasn’t gone smoothly.
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