Goodbye FLoC, Topics are the new Google targeting system
The experiment of Google FLoC, the system that should have supported online advertising replacing tracking via cookies and guaranteeing the privacy of users, blocked by various disputes, is already over since criticism and lawsuits convinced the American giant to change course: Google has announced that it has diverted efforts on a new project, called Topics, which represents the new attempt to create a new generation of targeting technology.
What are the Topics
Topics is Google’s new proposal to create a mechanism to enable interest-based advertising, without having to resort to tracking sites visited by a user.
As we know, Google has announced its intention to withdraw third-party cookies in Chrome next year and, since 2019, has launched the Privacy Sandbox Initiative to improve web privacy for users, also offering publishers, content creators, publishers (who hosts ads on their website) and other developers the tools they need to create thriving businesses and, at the same time, ensure a safe and healthy Web for everyone.
The fact that “digital advertising is fundamental for many companies” is a way to keep access to online content free, and therefore the interest in the public targeting options that will be available in the near future is particularly high.