Google is changing the algorithms for tracking user activity

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Google is changing the algorithms for tracking user activity

05.03.2021 News

The American company Google on Wednesday, March 3, announced its intention to abandon tracking the individual activity of users. Instead, the Internet giant will introduce new technologies that protect users’ privacy and allow advertising to be targeted without gathering information about them.

“People don’t have to accept that their online activity is tracked to benefit from relevant advertising. Advertisers don’t need to track individual consumer activity on the Internet to take advantage of digital advertising

Advances in aggregation, anonymization, on-device data processing, and other privacy-enhancing technologies provide a clear way to replace individual IDs, ”Google said in a statement.

“We expressly state that once the third-party cookies are gradually removed, we will not create alternate identifiers to track users as they browse the web and will not use them in our products,” said Google Product Management Director David. Temkin in his blog.

Google announced its intention to abandon the use of third-party cookies in its Chrome browser, which is the market leader, last year.

Instead, the company uses Federated Learning of Cohorts (FLoC) technology, which allows you to get no less effective results than when using personalized advertising based on user IDs. FLoC technology uses machine-learning algorithms to analyze user behavior on the Internet. At the same time, individual users are not identified but are divided into groups. This approach helps to obtain data about a wider audience without violating the privacy of individual users.

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