“There are a number of changes to the topic,” said Hamed Haddadi, a senior scientist at Brave, a web-based browser and search engine. He says that under the FLoC, people could be divided into more than 30,000 groups, which would allow advertisers to know more about their interests. This can be combined with others to create a more detailed picture of each of us.
This is a minority in the Chapters, as there are around 350 groups that can be donated to the public. Although this number could increase – Google’s Explaining the technical term its purpose will eventually be to extract the heads from other people, and there may be “a few thousand heads.” Haddadi also claims that adding a sixth head to personal preferences makes the system more confidential.
Another possible difference between FLoC and Topics is that Google claims that the latter has tried to avoid giving people “related groups” – such as allowing people to be shown ads based on their race or gender. FLoC was rebuke the ability to create or think about people through personalities and preferences. Google claims that people will be given more control over the content they are given and may change preferences, block captions, and exit Chrome. But, frankly, it is unlikely that most people would change Chrome’s preferences in this way.
In addition, the threat of personalized websites is not eliminated by the Articles. “It is still possible for websites that run APIs to be able to integrate or integrate themes with other signatures to provide confidential information, not what they want,” Google’s headline comment states. Eventually it would possible for the page to “create a list of topics that are relevant to the user,” and this can reveal more. There are also privacy and security issues Google says it needs fixing. Google plans to test Themes in Chrome in the coming months, and the system may change depending on the results.
Then there is the matter of competition. Small personal preferences can give Google more power over existing online advertising companies. Paul Bannister, co-founder of advertising company CafeMedia, says Heads seem to be a way to promote privacy, but it is a way to get back to the advertising industry. The 350 preferences included in the chapters are enormous, says Bannister, and that means they will not be useful to advertisers who are trying to target people with the things they can buy the most. “Those topics are very consistent, so it’s hard to find special sections that are very interesting in business,” he says.
“As it stands, Themes look like a Chrome browser solution. It’s not a browser or platform,” said Phil Duffield, vice president at Trade Desk, a technology and software company. The company created his own competitor to replace cookies derived from identifiers linked to the email address that people use to access websites. “Like any technical problem, there is no silver bullet, but we believe the need for future solutions to be cohesive and easy to use by all players in the industry,” says Duffield.
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