Chrome 101 Ships With Controversial Advertising System Trials

Google is testing new methods to track user behavior. In Chrome 101, the company has begun using 50-bit cohort identifiers and an advertising system called FLEDGE. The new technology has already raised concerns about privacy. For now, users should be aware that they will be able to access FLoC IDs and opt out of the system. This article aims to shed some light on Google’s testing methods.

Chrome 95 is now in origin trial

As part of its new User-Agent Reduction feature, Google is opening an origin trial for Chrome 95 Beta. During this period, websites can opt to receive reduced User-Agent strings and have ample time to test and fix issues before the change becomes the default in the second quarter of 2022. This new feature also helps prevent spam and malware attacks. To get started, install the latest beta of Chrome 95 here. This article will help you understand how User-Agent Reduction works and how it affects your web applications.
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Chrome 101 uses 50-bit cohort identifiers

A new version of Google’s Chrome browser will ship with two controversial advertising system trials, dubbed FLoC and Topics. Both techniques allow advertisers to track browsing habits and interests but do not directly address privacy concerns. Google’s goal is to balance advertising and privacy concerns by giving advertisers enough data to show relevant ads. But critics have found problems with these systems. For example, one Microsoft Edge developer published a short script that could be used to track users’ movements across websites.

Chrome 101 Ships With Controversial Advertising System Trials

Chrome 101 uses FLEDGE advertising system

A new ad-tech platform called FLEDGE has been tested on Chrome, but is it the right option for you? Google explains in a developer’s guide that the advertising system trials will run in two phases. In one, it will use the Topics API to provide advertisers with coarse-grained topics based on the user’s browsing habits. The other phase will use the Topics API to provide advertisers with more specific ads based on the user’s interests.

Chrome 101 can access FLoC IDs

Google is rolling out an origin trial of Federated Learning of Cohorts, which allows websites to test this feature without asking users to opt in. The technology will gradually be turned on in Chrome, beginning with beta and developer builds. After that, the feature will be available in shipping versions. The Chrome 101 origin trial can be used to test the feature. If your browser is on the list of supported devices, make sure you update to the latest build.


Chrome 101 can opt-out of the trial by turning off all third-party cookies

Google’s FLoC program connects the online activities of a select number of users with its vast ecosystem of nameless advertisers. If you are a Chrome user, you can opt-out of FLoC by turning off all third-party cookies. The program currently collects the FLoC ID of selected users via cookies, but the new system will give the companies a more comprehensive picture of your online behavior. With over 33,000 cohorts, the system may supplement the behavioral profiles of many advertisers.