Google announced that it will not build new personal identifiers to track users across websites after it phases out the use of third-party cookies next year. The company will instead use a “Federated Learning of Cohorts” model that allows advertisers to target groups of users based on shared interests. The announcement comes as Google and other tech platforms face scrutiny over their data, security, and privacy practices.
More context: Google initially announced plans to phase out the use of third-party cookies (which are used by advertisers and other companies to track users across websites) last year amid concerns over user privacy.
The New Paper
This story is from the March 4, 2021 edition of The New Paper – a clear, concise daily briefing that makes fact-first news easy to consume. Try it today.
