The company gave an update Monday on its work to remove from its Chrome browser so-called third-party cookies, which are used by a website's advertisers or partners and can be used to track a user's internet browsing habits. Other widely used and popular web browsers that also rely on the same source code and browser engine that Chrome does are courageous browser, Vivaldi, Opera, Comodo Dragon, SRWare Iron and Torch Browser. But the way they track individuals' personal browsing has long raised privacy concerns, leading Google to say previous year that it would phase them out in 2022.
As part of an effort to replace third-party cookies, Google began testing a new API called the Federal Learning of Cohorts (FLoC). In other words, instead of the actual content of your notification, you should only see a message reading "Content is hidden while you're sharing your screen".
The results are significant because to achieve the broad industry buy-in necessary for the entire online ad sector to move away from cookies, a replacement is needed that improves consumer privacy but still allows brands to reach customers with relevant ads.
Third-party cookies offer data that can be valuable to advertisers for the goal of targeting ads, measuring their effectiveness and stopping fraud.
Advertisers could expect to see "at least 95% of the conversions of dollar spent" from the company's "federated learning of cohorts" compared to cookie tracking, Bindra added.
According to the story reported by AndroidCentral, the company still maintains that it is on the same side as their users and that they are working hard to improve how they will be able to handle user browsing data.
"This approach effectively hides individuals "in the crowd" and uses on-device processing to keep a person's web history private on the browser", Bindra explained. It was first announced some time a year ago that Google's very own Privacy Sandbox actually shows just how the company is taking certain steps into not just addressing the privacy of users, but the company is also working along with some others in order to make this happen. Another technology in the works is an application programming interface that could enable marketers to evaluate the effectiveness of ad campaigns using less user data than is needed today. Advertisers were encouraged to test the technology in the coming months, the company stated.