Google will let advertisers target people on the web based on a broader set of interests, a departure from the former Plan Which was riddled with privacy and anti-competitive concerns.
Alphabet Inc.’s Google Says New Advertisement system subject. The company said Tuesday it will replace cookies on Google’s Chrome browser as a means of tracking users by the end of next year.
Topics will categorize people based on their areas of interest, such as “talk radio” or “tennis.” Topics are defined based on browsing activity for the past three weeks.
The new device is designed to protect privacy Google said that by giving a less specific log of the websites people visit, it enables advertisers to reach segmented groups of potential customers. The company said that Chrome users will be able to remove individual topics associated with them or turn off the tracking option entirely.
Online advertising is set to undergo its biggest transformation since the advent of targeting. Apple Inc. is implementing tools to prevent users of its products from being tracked, putting pressure on Internet companies that rely on targeted advertising revenue.
Google last year intended to switch to a new system it called FLoC. The move was panned as a way to focus power with little benefit to privacy, and Google postponed the move until 2023 before abandoning it altogether this week.
This story has been published without modification in text from a wire agency feed.
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