Google It announced a new plan on Tuesday to stop using tiny files known as cookies to track people’s Web browsing habits, following widespread criticism of its previous proposals.
The US tech giant is under heavy pressure to change the way it collects data – Google was fined 150 million euros ($169 million) by France earlier this month over its cookie policies.
Privacy campaigners have fought hard against the use of cookies, which pass on users’ information to dozens of companies every time they visit a website.
But files are the backbone of the online advertising industry that has proven to be extremely profitable for Google and their customers.
The company said Tuesday it will test a new system called “Subject”, which it says will protect privacy while continuing to allow targeted advertising.
Chrome users will still be tracked and the websites they visit and advertising partners will be given three themes – broad themes tailored to their interests based on the user’s browsing history.
However, the firm said that the process of generating the theme will take place entirely on the user’s device — something even Google would not have access to.
Advertisers will only be able to retain themes for three weeks, and Chrome users will have the option to opt out entirely.
The “topic” replaces an earlier idea by Google called “Federated Learning of Cohorts”, which caused panic among advertisers and the media industry.
Critics said the FLOC system would allow Google to collect user data for itself and cut third parties out of the loop.
Vinay Goel, senior Google official, said, “The subjects were informed by our learning and the extensive community feedback from our earlier FLOC tests, and have changed our FLOC proposal.”
Internet companies have faced tougher regulations since the European Union passed a massive data privacy law in 2018, which obliges firms to seek direct consent of users before installing cookies on their computers.
Privacy campaigners have filed hundreds of complaints against companies including Google and Facebook, arguing that they make it easier to opt out than to opt out.
This story has been published without modification in text from a wire agency feed.
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