So Google will still technically deliver targeted ads to you, but it will do so in a more anonymous and less creepy way. (By the way, you can turn off ad personalization, activity tracking, and delete the data Google has collected about you here.)
So if you’re looking for a browser that doesn’t collect your data for ads - as an individual or as part of an anonymous audience - you might want to try a different one.
Advertisers will then target their ads to cohorts, rather than an individual user. With FLoC, Chrome will keep track of a user’s browsing habits across the web, and then place the user in various audiences, or “cohorts,” based on those habits. That’s where Google’s Federated Learning of Cohorts (FLoC) comes in, which Google says is a “privacy-first” and “interest-based” advertising technology.
But the public is becoming more aware of privacy issues these days, and regulators are passing more privacy laws. Google’s third-party cookies are on millions of websites, feeding the company a ton of information about the sites you visit, which powers part of its massive ad business. Third-party cookies are used by ad companies to track you as you go around the internet, building a profile of you and your interests based on the sites you visit and using that to send ads to you. Google has planned to replace third-party cookies with technology developed through Privacy Sandbox. In January 2020, Google announced that it hoped to block third-party cookies from its Chrome browser by 2022 - a move that other browsers, like Safari and Firefox, made years ago. The company revealed its “Privacy Sandbox” in August 2019, an initiative to personalize (or target) web ads while still preserving user privacy. Google has been building up to this for some time. In other words, while the announcement will have huge implications for the digital ad industry, it probably won’t for Google itself.
Meanwhile, Google will still track and target users on mobile devices, and it will still target ads to users based on their behavior on its own platforms, which make up the majority of its revenue and won’t be affected by the change. Ad companies that rely on cookies will have to find another way to target users Google thinks it already has. What Google will stop doing is selling web ads targeted to individual users’ browsing habits, and its Chrome browser will no longer allow cookies that collect that data. It doesn’t mean that Google will stop collecting your data, and it doesn’t mean the company will stop using your data to target ads. This represents a significant change for the ad business and seems to be a step forward for privacy, but it’s also a limited one. Google announced on Wednesday that third-party cookies are over - at least, as far as its ad networks and Chrome browser are concerned.
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