Sharjah24 – AFP: Google is weaning itself off user-tracking "cookies" which allow the web giant to deliver personalized ads but which also have raised the hackles of privacy defenders.

Last month, Google unveiled the results of tests showing an alternative to the longstanding tracking practice, claiming it could improve online privacy while still enabling advertisers to serve up relevant messages.

"This approach effectively hides individuals 'in the crowd' and uses on-device processing to keep a person’s web history private on the browser," Google product manager Chetna Bindra explained in unveiling the system called Federated Learning of Cohorts (FLoC).

"Results indicate that when it comes to generating interest-based audiences, FLoC can provide an effective replacement signal for third-party cookies."

Google plans to begin testing the FLoC approach with advertisers later this year with its Chrome browser.

Google has plenty of incentive for the change. The US internet giant has been hammered by critics over user privacy, and is keenly aware of trends for legislation protecting people's data rights.

Growing fear of cookie-tracking has prompted support for internet rights legislation such as GDPR in Europe and has the internet giant devising a way to effectively target ads without knowing too much about any individual person.