In a significant shift, Google is moving away from its previously touted Federated Learning of Cohorts (FLoC) to focus on a new feature within its Privacy Sandbox: the Topics API. This change aims to offer a more privacy-centric form of ad tracking, but it has ignited a fresh debate about the balance between user privacy and the needs of the advertising industry.

The End of Third-Party Cookies: A Mixed Blessing?

Third-party tracking cookies have long been a point of contention for their invasive tracking capabilities. Google Chrome, the world’s most popular browser, is at the center of this debate. While the Privacy Sandbox aims to eliminate these cookies, it introduces its own tracking mechanisms, notably the Topics API, which is set to replace the now-abandoned FLoC.

The FLoC Saga: A Brief Recap

Google initially proposed FLoC as a way to group users into cohorts based on their browsing behavior. However, the initiative faced significant backlash for its potential privacy implications, leading Google to halt its development earlier this year. The pause on FLoC has paved the way for the Topics API to become the new focus of Google’s ad-tracking efforts.

Topics API Roll-Out: What You Need to Know

The Topics API is now active in Chrome and aims to replace third-party cookies for ad tracking. As users browse the web, Chrome will identify and select various interest categories, such as food, travel, or technology. These topics will then be shared with advertisers and developers, offering a less intrusive way to target ads compared to traditional methods.

Currently, 97% of users on the latest version of Chrome have access to the Privacy Sandbox and its new Topics API. Google is holding back a small segment for A/B testing, and the features initially appeared on Pixel phones a few weeks ago.

Users can manage their topics through Chrome’s new Ad Privacy settings, offering a level of control over what interests are shared. Google plans to disable third-party cookies for a small number of users early next year for assessment, with a broader roll-out expected in the second half of 2024.

Industry Reactions: A Mixed Bag

The advertising industry’s response to the Topics API has been varied. While some see it as a positive step toward user privacy, others are concerned about its potential impact on targeted advertising and revenue streams.

Pros and Cons


  • Enhanced user privacy by reducing individual tracking
  • Improved ad effectiveness through topic-based targeting
  • Reduced data collection, making it harder to build user profiles


  • Potential decrease in ad revenue due to less effective targeting
  • Challenges in measuring ad effectiveness
  • Risk of new, unknown tracking technologies emerging

The Road Ahead: Uncertainties and Possibilities

The Privacy Sandbox, including the Topics API, is still a work in progress. Its long-term impact on both user privacy and the advertising industry remains to be seen, especially in the wake of FLoC’s abandonment.

Looking Toward the Horizon

As Google takes another significant step in its ongoing effort to balance user privacy with effective advertising, the roll-out of the Topics API marks a critical juncture. Both the industry and privacy advocates will be keenly watching how this new feature impacts the broader landscape of online privacy and advertising.