Seeing which way the wind is blowing, Google’s Chrome browser will
also disable third-party cookies at some time in the future
(they’re waiting to shut that barn door until the fire is
good’n’raging). But Google isn’t just in the browser business.
Google is also in the ad tech business. So they still want
advertisers to be able to target end users.
Yes, this is quite the cognitive dissonance: one part of the
business is building a user agent while a different part of the
company is working on ways of tracking end users. It’s almost as
if one company shouldn’t simultaneously be the market leader in
three separate industries: search, advertising, and web browsing.
(Seriously though, I honestly think Google’s search engine would
get better if it were split off from the parent company, and I
think that Google’s web browser would also get better if it were a
Anyway, one possible way of tracking users without technically
tracking individual users is to assign them to buckets, or
cohorts of interest based on their browsing habits. Does that make
you feel safer? Me neither.
This was written about FLoC, but applies perfectly to Topics as well.