google announced on Tuesday (25) that it has ended the Federated Learning of Cohorts (FLoC) project. Instead, to replace the unpopular cookies, “Topics” was presented, an initiative that categorizes the portals people use by themes.
According to the company, the review of the Privacy Sandbox initiative aims to “improve users’ web privacy and provide publishers, creators and other developers with the tools they need to build thriving businesses while providing a safe and healthy internet for them.” guarantee to everyone.” .
Topics maintains the idea of providing tools to sell ads directly to users, just like cookies guarantee. google’s defense this time around is that the new feature further anonymizes the information of those who use the sites.
According to the tech giant, a process of collaboration between the company and the entire ecosystem, including websites, advertisers and users, will begin today. The idea is to make the Topics API available by the end of the first quarter of this year.