Sundar Pichai last week announced that Google will begin testing this year the new Privacy Sandbox proposal called Topics API. The announcement was made during Alphabet Q4 2021 Earnings Call.
Google’s CEO said “Topics API will be a big improvement for protecting user privacy, while also ensuring businesses are able to thrive online.”
Topics was announced last month as an alternative to FLoC.
According to Google, with Topics the browser determines a handful of topics, like “Fitness” or “Travel & Transportation,” that represent the top interests for that week based on the browsing history. Advertisers can then target audiences based on those Topics.