Cookies are responsible for saving information about our activity on the Internet and are responsible for advertisers being able to direct personalized advertising based on our interests. Google had been planning the solution for third-party cookies for some time and for this it has worked on the Federated Learning of Cohorts (FLoC) system. A proposal that sought to end cookies, but that ultimately will not. Instead Google has announced a new proposal: Topics.
At this point, Google’s intention was remove support for third-party cookies. Chrome engineers have been working on the FLoC proposal, or federated learning of cohorts in Spanish, in which the tests indicated that advertisers would obtain a 95% conversion per dollar spent compared to what they obtain in advertising based on cookies. Now Google is announcing its second attempt to let advertisers buy ads based on users’ browsing interests without having to rely on privacy-invasive tracking cookies.
This is Topics, the new Google proposal
API Topics, the new Privacy Sandbox initiative aims to improve the privacy of users on the Internet while providing publishers, creators and developers with the necessary tools to carry out their activity in a profitable way.
Google ensures that they have taken into account the comments that users have thrown about FLoC. The idea is that the browser learns about our interests as we browse keeping the data of the last three weeks of our browsing history.
Topics informs websites of topics of interest to the user to offer to online businesses. An option that does not involve covert tracking techniques. To find out our interests, Google will classify the visiting sites based on 300 themes. For sites that haven’t been categorized before, a machine learning algorithm in the browser will take over by providing an estimated topic based on the domain name.
“The design of the themes was based on what we learned from previous FLoC trials,” said Ben Galbraith, lead for Google’s Privacy Sandbox. “And this resulted in a lot of great feedback from the community, as I’m sure you know. As such, Topics supersedes our FLoC proposal and I want to emphasize that this whole process of sharing a proposal, doing a test, gathering feedback, and then iterating on designs – this is the whole open development process that we wanted for Sandbox and it really shows that the process works as expected”
A test will be launched soon
Google reports that it will soon launch a Test Topics in Chrome for developers that will include user controls so that web developers and the advertising industry can evaluate it. The feedback obtained from this test will be used by Google to decide the final appearance of the user buttons and the rest of the technical and operational aspects of Topics.
Throughout this week Google will provide more details about FLEDGE and technical proposals on metrics. In the meantime we can consult a more technical explanation about.