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Google is replacing FLoC with a new concept designed to replace third-party cookies called the Topics API. Topics will assign users five categories per week based on web activity and will erase these topics after three weeks.
Reinventing web advertising tech at a time of heightened privacy concern proves difficult Share Copy Analysis With Google testing its FLoC ad technology in preparation for the planned elimination of third-party cookies next year, uncertainty about potential problems and growing legal support for privacy is shaking up the digital ad industry. The move away from third-party cookies will have significant financial impact on the ad industry, and the internet ecosystem that depends on advertising – assuming you accept studies that credit third-party cookies with meaningful [PDF] rather t...