Google will replace Federated Learning of Cohorts (FLoC) with a new interest-based targeting proposal called Topics, the company announced Tuesday. The Topics API will select topics of interest (based on the user’s browsing history), without involving external servers, and share those topics with participating sites.
Google plans to launch a developer trial of Topics in Chrome, including user controls (more on that below), soon. The final iteration of the user controls, as well as other technical aspects of how Topics works, will be determined based on the trial and feedback, Google said.
How Topics will work. “With Topics, your browser determines a handful of topics, like ‘Fitness’ or ‘Travel,’ that represent your top interests for that week based on your browsing history,” Google said in the announcement.
When a user visits a participating site, Topics selects three topics to share (one from each of the previous three weeks) with the site and its advertising partners. Up to five topics are associated with the browser. Topics are stored for three weeks, with topic selection occuring on the device, without involving any external servers, including Google’s own servers.
Google is starting this initiative with about 300 topics “that represent an intersection of IAB’s Content Taxonomy V2 and also our own advertising taxonomy review,” said Ben Galbraith, Chrome product director, “This is a starting point; we could see this getting into the low thousands or staying in the...
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