Google is dropping the FLoC API for topics

Surprise, surprise – Google has decided to abandon FLoC (Federated Learning of Cohorts), its alternative to cookies, with something called Topics API. The Topics API will use browsing topics in approximately 300 categories. Yes, FLoC is a FLoP.

Here’s a good summary from Google’s Ginny Marvin:

This is how Google describe “With Topics, your browser determines a handful of topics, like Fitness or Travel & Transportation, that represent your top interests for that week based on your browsing history.” “Topics are only retained for three weeks and old topics are deleted,” the company added. “Topics are selected entirely from your device without involving any external servers, including Google’s servers. When you visit a participating site, Topics selects only three topics, one topic from each of the past three weeks, to share with the site. and its advertising partners. Topics allow browsers to provide you with meaningful transparency and control over this data, and in Chrome we are creating user controls that allow you to view Topics, delete those you don’t like. or completely disable the feature.

Here is a video that explains it:

Here is an example of illustrations of what you can see on third-party cookies (left) versus subjects (right). In Chrome, Google plans to make it easier for users to recognize and manage topics.

click for actual size

Google delayed its FLoC launch plans, and many companies were planning to block FLoC anyway. It is therefore the pivot of Google.

You can see the technical details of the Topics API on Github if you want to see it again. George wrote more details on Search engine countries and you can see the Overview of the Techmemes also on this great news.

Discussion forum on WebmasterWorld.