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Google overhauling its plans for targeted online advertising: Report

The proposal is an outgrowth of Google's plan to phase out a user-tracking technology called third-party cookies in 2023

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Google is overhauling its plans for targeted online advertising after pushback from privacy advocates, aiming to give marketers less-granular information about web users than under the tech giant’s initial proposal.

The Alphabet unit said that the new system it is proposing, Topics, would allow web advertisers to target broad categories of users—those interested in “fitness” or “travel,” for example—instead of grouping them into thousands of cohorts with similar browsing histories.

The company’s Chrome browser will distill a shortlist of interests based on a user’s recent browsing history, the company said. Users will be able to see and delete interests the browser assigns

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First Published: Jan 26 2022 | 11:23 PM IST

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