This could be the biggest news story on the Internet in years. The company that ushered in an era of personalized advertising aimed at (or against?) users is set to change its business model. Google will stop tracking people’s browsing habits to serve them ads.

You may have noticed this before. You search for a product, buy it, and then for weeks you see ads for the same thing. It's the algorithm that remembers your search and offers advertisers your "interest". Annoying? official publication says that one of the reasons for this movement is the increase in the level of distrust of people online, who feel monitored by advertisers, technology companies and the like. Google cited the study by Pew Research Center, where it is also recorded that 81% of people say that the potential risks they face because of information tracking outweigh the benefits.

New system

David Temkin, Google's director of product management, ads privacy and trust, said that in order to preserve privacy in users' browser histories, the company will begin using APIs. The move will stop using Google search and browsing to track individuals for ads and instead provide results to advertisers in a different way.

Google will continue to do some sort of tracking, but the specific individual data of a person visiting a given website will not be examined or recorded. The change will act as a filter, grouping the interests of visitors to a given web address and providing advertisers with what they need, in a macro form, to target their ads.

Google says the latest tests of flock were important in the decision not to track browser history.

FLoC stands for Federated Learning of Cohort. It is Google's proprietary methodology developed to track people's interests on the internet in order to serve relevant ads, without considering the individual, but rather the behavior of groups. The results showed a way to remove third-party cookies from the advertising equation, also hiding the data of individuals among the samples.

In the announcement, Google says it plans to make FLoC-based cohorts (groups of people who share a common condition over a given period of time) available for public testing later this month. In the second quarter of 2021, the company plans to test the new system with Google Ads advertisers, without tracking individuals to serve ads.

In April, according to the official publication, Chrome will offer the first iteration of new controls user and will expand these controls in future releases, based on feedback from end users and the market. According to the company, this is a way of seeking the possibility of not eliminating relevant advertising and monetization, while offering privacy and security to internet users.

Through which channels you reach those people, classic and out of the box. Android Authority e Gadgets 360 – NDTV

Image: Pete Linforth/Pixabay/CC