Google just kicked back with FLoC and welcomes a Topics API, which will be a form of interest-based advertising. This tool will choose, according to your browsing on the web, those topics that you use frequently. One more step to eliminate cookies.

Why did Google abandon FLoC?

Google’s previous project was FLoC and it was a form of interest-based tracking. This tool identified each user according to the group of people who shared interests similar to his.

This was considered by many to be somewhat dangerous, as it put users’ privacy at risk, since advertisers could obtain, through browser fingerprints, specific details of the user’s equipment and demographic data.

This is how the themes API would work

View to Google web browser from a laptop
Via Pixabay
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Google’s journey to get rid of cookies has been a long one and this time it has decided to put aside its initial plan with FLoC and launch another project: a themes API.

The API system would be as follows: select, according to the web activity of each week, 5 frequent topics. Such topics will be stored for three weeks and after that time they will be deleted.

Now, does this function include external servers? Well no, all this data is collected and measured from the user’s computer. That way, when someone visits a website, the Themes API will only show the site and advertising partners 3 themes (one from each of the three weeks).

It’s running out of time to supplant cookies in 2023

It is estimated that Google will launch a test for developers of themes in Chrome, but they have not yet given an official statement about it. We hope that Google will soon be able to refine details and finally meet the goal of eliminating cookies.

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We know that they have been working on this since 2019, with systems like PIGIN, which also consisted of sharing a list of interests with users. It is even rumored that they could present an improved version of that proposal soon, but under the name FLEDGE.

Despite this, we think the Themes API looks good, as it will not include sensitive themes (race or gender) and will allow you to remove themes or disable the feature.