Google adopts a new cookie replacement following privacy concerns


Google Tuesday said it's changing its plan for replacing the cookies that help advertisers target users to a new system called Topics, in which advertisers will place ads via a limited number of topics determined by users' browser activity.

Why it matters: The new Topics proposal replaces Google's previously-announced plan called FLoC (Federated Learning of Cohorts), which was criticized by privacy advocates who worried the new ad-targeting solution would inadvertently make it easier for advertisers to gather user information.

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