And some of its proposals show that it hasn’t learned the right lessons from the ongoing backlash to the surveillance business model. Google is leading the charge to replace third-party cookies with a new suite of technologies to target ads on the Web. ![]() ![]() However, as the foundations shift beneath the advertising industry, its biggest players are determined to land on their feet. For more than two decades, the third-party cookie has been the lynchpin in a shadowy, seedy, multi-billion dollar advertising-surveillance industry on the Web phasing out tracking cookies and other persistent third-party identifiers is long overdue. No one should mourn the death of the cookie as we know it. ![]() The third-party cookie is dying, and Google is trying to create its replacement. Update, April 9, 2021 : We've launched Am I FLoCed, a new site that will tell you whether your Chrome browser has been turned into a guinea pig for Federated Learning of Cohorts or FLoC, Google’s latest targeted advertising experiment.
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