Illustration from Google.
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Marcio Jose Sanchez / AP / SIPA
Google wants to replace third-party cookies.
The latter, which make it possible to display relevant advertisements according to the Internet user and therefore generate more online income for advertisers, are criticized for their management of personal data.
Indeed, these cookies also make it possible to follow the activity of a user from one site to another, and therefore pose confidentiality problems.
Google therefore wants to continue displaying targeted advertising, which generates a lot of revenue, while protecting Internet users, reports
Presse-Citron
.
"An effective replacement signal"
The idea would therefore be to get rid of third-party cookies, already blocked by several browsers, and replace them with other technologies.
In a blog post published on Monday, Google explains that it has developed a technology called Federated Learning of Cohorts (Floc), which would allow relevant advertisements to be displayed without the use of third-party cookies.
This technology replaces third-party cookies by "bringing together large groups of people with similar interests," explains a Google official.
With Floc, users are hidden "in the crowd" and on-device processing is used to keep someone's web history private on the browser.
Regarding targeted advertising, "Floc can provide an effective replacement signal for third-party cookies", continues the manager.
The first tests of this technology are scheduled for early 2021. But Floc cannot replace third-party cookies on its own.
Google will make proposals for other solutions to complete this system.
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