After previous failure, Google launches its latest bid to replace cookies effectively

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 08, 2022, 5:08 PM GMT+0

The company's earlier solution - FLoCs - failed to substitute third-party cookies owing to privacy concerns successfully.

The latest in Google's efforts to replace third-party cookies is "Topics – an ad targeting solution that focuses on user interest and relies on recent browser activity. With Topics, ads will be targeted according to user interest inferred from site visits and domain categorisation.

After the Chrome browser learns about users' interests as they navigate the web, Google will categorise the sites against a limited number of subjects. Currently, the company is testing the systems against 300 to 350 categories.

When users visit sites that support the Topics API, their browser will share three topics of interest, selected randomly from the user's weekly top five interests. According to Google, users will be able to review and remove Topics from their lists and turn off the Topics API as well.

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