Millions of people are already part of a global experiment to eradicate cookies once and for all. Since last month, Google has been trialling new browser-based tech in Chrome that could upend the global advertising industry. Most people involved in the trial probably don’t even realize it—but as the project gathers pace, critical voices are raising the alarm.
WIRED UK
This story originally appeared on WIRED UK.
Regulators in Germany, France, and Belgium are all scrutinizing Google’s proposals. At the same time, some of the world’s biggest websites have decided to skip Google’s trials entirely, with a number of companies developing ways for people to dodge the system.
The system, known as Federated Learning of Cohorts (FLoC), is part of Google’s bigger Privacy Sandbox plan that will bring about the end of third-party advertising cookies early in 2022. There are broadly three ways websites pick which ads to show you. You might see an ad for a pair of sneakers because you put them in a shopping basket last week; if you’re reading an article about cars, the ads may also be about cars; or the ads you see might be based o ..
Support the originator by clicking the read the rest link below.
