Early last year, Google announced their plan to replace third-party cookies with FLoC (Federated Learning of Cohorts), which was quickly met with criticism. Privacy advocates noted that advertisers could still easily gather individual user information with FLoC as it could add to your digital fingerprint just a little too much.
Instead, Google will assign five topics out of 350 to each individual user to help their advertising partners decide how to best sell to potential customers. Topics would be tied to each user for just 3 weeks before dropping off, and random fake topics would be sent to partners 5% of the time to make it even more difficult to trace. Could this be the future of non-personal advertising campaigns?
