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Friday, March 29, 2024

Google moves away from diet of ‘cookies’ to track users

Google says it has made progress toward a new system allowing the delivery of targeted advertising without the use of privacy-invading “cookies”.

SAN FRANCISCO: Google is weaning itself off user-tracking “cookies” which allow the web giant to deliver personalized ads but which also have raised the hackles of privacy defenders.

Last month, Google unveiled the results of tests showing an alternative to the longstanding tracking practice, claiming it could improve online privacy while still enabling advertisers to serve up relevant messages.

“This approach effectively hides individuals ‘in the crowd’ and uses on-device processing to keep a person’s web history private on the browser,” Google product manager Chetna Bindra explained in unveiling the system called Federated Learning of Cohorts…

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