Google Begins Testing Browser-Based Ad Targeting In U.S. (

Google this week began testing its controversial cookie-less tracking and targeting system, which relies on placing Chrome users into audience segments based on their web-browsing history, and then transmitting data about those segments directly to publishers.

The company has enrolled “a small percentage” of users in the United States and other countries in tests of its new, so-called “Federated Learning of Cohorts.”

The only way for people to opt out of the tests is by disabling third-party cookies in the Chrome settings — though Google plans to offer an opt-out control in April.
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