In brief: Google explicitly says that when it phases out tracking cookies in two years, it will not be building an alternative tracking system. It insists that going forward it is focusing on more privacy-friendly ways for advertisers to serve relevant ads to users. FLoC-based advertising and user controls are the first steps in providing a more private browsing experience. Google announced on Wednesday that it would stop selling targeted ads based on your browsing history. The search giant has relied on data mainly gathered through third-party cookies to provide users with ads relevant to their tastes and interests. However, this has led to an “erosion of trust” that the company feels needs to be addressed. “In fact, 72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies, and 81% say that the potential risks they face because of data collection outweigh the benefits,” said Google’s Director of Product Management David Temkin, citing a Pew Research Center study. “If digital advertising doesn’t evolve to address the growing concerns people have about their privacy and how their personal identity is being used, we risk the future of the free… Read full this story
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