Illustration by Alex Castro / The Verge
Google is walking back plans to replace third-party cookies with FLoC by instead proposing the Topics API, a new system for interest-based advertising. Topics works by pinpointing five of your interests, such as āFitnessā or āTravel & Transportation,ā based on your web activity, as measured by participating sites, for one week.
Your browser will store these topics for three weeks before deleting them. Google says that these categories āare selected entirely on your deviceā and donāt involve āany external servers, including Google servers.ā When you visit a website, Topics will show the site and its advertising partners just three of your interests, consisting of āone topic from each of the past three weeks.ā
As noted on the Topics API GitHub page, there are currently about 350 available topics in its advertising taxonomy (although Google plans on adding anywhere from āa few hundredā to āa few thousandā eventually). Google says Topics wonāt include any āsensitive categoriesā like race or gender. And if youāre using Chrome, the company is building tools to let you view and delete topics, as well as turn off the feature.
Image by Google
Cookies (left) compared to Topics (right), which Google says will be easier to manage and understand.
Googleās running out of time to replace third-party cookies in Chrome by 2023, as promised. The company plans on launching a developer trial for Topics in Chrome, but thereās no information on when exactly that will begin.
āBrowsers have traditionally worked only for the users ā remember how great it was when they all started blocking pop-up ads?ā John Bergmayer, the legal director at Public Knowledge, a nonprofit that promotes an open internet, points out. āGoogleās concepts on this topic seem to flip that.ā
Googleās previous replacement for third-party cookies, FLoC (or Federated Learning of Cohorts), is a form of interest-based tracking that identifies you based on your ācohort,ā or a group of people that share similar interests.
Privacy critics, like the Electronic Frontier Foundation (EFF), argued the system poses additional privacy risks, such as making it easier for advertisers to identify you with browser fingerprinting, a tool used by sites to gain specific information about your device and browser, and may also expose information about your demographics, potentially resulting in discriminatory targeted ads. Due to these concerns, browsers like Brave, Vivaldi, Edge, and Mozilla have all refused to use it.
But Googleās idea of assigning topics to users isnāt exactly new. As EFF points out, Googleās Privacy Sandbox weighed the idea of PIGIN in 2019, otherwise known as āPrivate Interest Including Noise.ā Like Topics, it would work by sharing a list of interests with advertisers, but as Bennett Cypher of EFF explained at the time, it could still āprovide trackers with a massive new stream of information they could use to build or augment their own user profiles.ā A recent update says a newer version of that approach, under the name FLEDGE, is in early testing on Chrome and Chrome Canary. Google will share more details on that plan and āmeasurement technical proposalsā later this week.