Google to introduce a new targeted advertising system in place of cookies.
According to reports, Google, which is the world’s largest search engine, has decided to replace cookies with Federated Learning of Cohorts (FLoC). The technology giant has reportedly begun working on removing third-party cookies support for its browser Chrome.
It is expected that by the end of the year, Google Chrome will not allow ad networks to insert tracking codes into computers, smartphones and other devices. Moreover, the decision to stop third-party cookies seems to be the end of personalized internet-based advertisements, however, Google’s decision is set to strengthen its hold in the world of digital advertisements.
According to Google, in lieu of this new system, advertisers will only be able to ask users about the cohorts (a group of users due to identical identities) being used by the browser. Additionally, Google will use Chrome as a prerequisite for subscription. However, experts have expressed concern over privacy of users.
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