By announcing the end of the online advertising economy based on third-party cookies, Google redeems its image as a privacy advocate. All this while strengthening its grip on online advertising.
ATu at first glance, one could almost think that this is a white knight’s maneuver. While the world is more and more attentive to the protection of privacy, Google is giving a final blow to the famous “cookies” accused of almost all evils when we look at data protection .
In a post on his blog “pub and commerce” on Wednesday, the IT giant has indeed announced that it is officially going to war against third-party cookies. Its browser, Chrome, will prevent these cookies from working for the months to come. To replace this technology, Google has announced that it wants to use FloCs, Federated Learning of Cohorts, groups of anonymized Internet users with similar tastes. They will then be offered as target groups to advertisers.