Google Will Use 'FLoC' for Ad Targeting Once 3rd-Party Cookies Are Dead

[sman]

Google Will Use 'FLoC' for Ad Targeting Once 3rd-Party Cookies Are Dead

https://thecybersecurity.news/general-cyber-security-news/google-will-use-floc-for-ad-targeting-once-3rd-party-cookies-are-dead-6784/

Signaling a major shift to its ads-driven business model, Google on Wednesday unequivocally stated it would not build alternate identifiers or tools to track users across multiple websites once it begins phasing out third-party tracking cookies from its Chrome browser by early 2022.

"Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers," said David Temkin, Google's director of product management for ads privacy and trust.

"Advances in aggregation, anonymization, on-device processing and other privacy-preserving technologies offer a clear path to replacing individual identifiers."

The changes, which could potentially reshape the advertising landscape, are expected only to cover websites visited via Chrome and do not extend to mobile apps

[digmorcrusher]

I am not overly concerned about privacy, if I was I would just stay off the internet. What I'm worried about is the "new" Chrome breaking ad-blockers. I despise advertising of any sort and would not be using any browser if I could not block ads while using said browser.

[sman]

52 minutes ago, digmorcrusher said:

I am not overly concerned about privacy, if I was I would just stay off the internet. What I'm worried about is the "new" Chrome breaking ad-blockers. I despise advertising of any sort and would not be using any browser if I could not block ads while using said browser.

If ads can be blocked than how do browsers survive? Than everything would be premium service only. So to gain some need to lose some. Have to limit info revealed and shared and employ / go for net access under protected environments with least footfalls to access content reqd.

[digmorcrusher]

Well maybe they could harvest our data and sell it, nobody does that right?😄 Pretty sure Google ain't hurting for money, however, given the choice of ads all day or paying a small fee such as $50/year, I pay all day long.  I have zero empathy for any big corporations whose only goal is to gouge and exploit their customers. ISP's, banks, telco, etc.

[sman]

24 minutes ago, digmorcrusher said:

Well maybe they could harvest our data and sell it, nobody does that right?😄 Pretty sure Google ain't hurting for money, however, given the choice of ads all day or paying a small fee such as $50/year, I pay all day long.  I have zero empathy for any big corporations whose only goal is to gouge and exploit their customers. ISP's, banks, telco, etc.

If it's not Google it will be someother but invariably unavoidable if one wants something free which a normal user looks for.

[Amaroq_Starwind]

I think what we need is full-on legislation making the practice of individually-targeted (and/or "personalized") advertising illegal, as well as selling personally identifiable information. The legally acceptable limit should be localized advertisements (location and language), and nothing more.

And the penalty should not be a fine. It should be risk of full-on liquidation (if you're based in participating countries), or a ban on conducting business in said countries (if you're not based in them).

[sman]

1 hour ago, Amaroq_Starwind said:

I think what we need is full-on legislation making the practice of individually-targeted (and/or "personalized") advertising illegal, as well as selling personally identifiable information. The legally acceptable limit should be localized advertisements (location and language), and nothing more.

And the penalty should not be a fine. It should be risk of full-on liquidation (if you're based in participating countries), or a ban on conducting business in said countries (if you're not based in them).

A long shot..