Google has stopped developing the "FLOC" De -Cookie Technology "FLOC" and announced a new "TOPICS" --ITMEDIA NEWS
Google has stopped developing the Federated Learning of COHORTS instead of the third -party cookie announced in March 2021 on January 25 (local time), and a new technology test called "Topics".Announced that it will start this year.
The company has developed FLOCs as a technology of "PRIVACY SANDBOX" to display appropriate advertisements while improving users' Web privacy, but this initiative has been pointed out that the user can be identified.Criticism was increasing, saying that it could violate the antitrust law.
Google said, "Topics will be developed as an alternative to FLOC based on learning from FLOC tests and feedback from a wide range of communities."
Here is the rough mechanism of TOPICS.A web browser determines several "topics" (fitness, travel, etc.) that the user is interested in the user's web browsing history.By sharing this topic with a website and its advertising partner, websites display ads related to topics.The topic is deleted after 3 weeks.The topic is selected on the device, not an external server.Which topic ads are displayed is random, so, for example, the same ads will be displayed everywhere you go, and personal identification will be more difficult than FLOC.
Topicsはサードパーティーcookieよりユーザーに分かりやすいと説明する図The list of topics is determined by humans and is open to the public.The topic API proposes to guess the topic from the host name in machine learning.The training of the classification model is performed using the host name and topic created by humans.
Topics APIで広告が表示される概念図In order to reduce the risk of fingerprints as if FLOC was concerned, the topic was ultimately planned to be hundreds to thousands, and it is currently about 350.In addition, delicate categories such as race, sexual orientation, and religion are not included in the topic.
Users can display the topic in the web browser settings, delete unnecessary topics, and completely disable advertising displays with topics.
Click here for more information about TOPICS, and for information for developers.
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