DJ Google's Ad Tracking Technology Sees Slow Take-up -- Market Talk
09:38 ET - Google's proposed replacement for tracking cookies still hasn't won over its rival browsers. Google plans to replace cookies in its Chrome browser with a new tracking technology called "federated learning of cohorts." Google's rival browsers--Apple's Safari, Mozilla's Firefox, Microsoft's Edge and Brave--had said they don't plan to support the new technology. The Electronic Frontier Foundation, a digital rights group, says the new tech could be misused to help with device fingerprinting, a technique to identify specific web browsers without relying on cookies. That could potentially reveal sensitive information gleaned from web browsing, despite safeguards Google says it's building, the rights group says. (patience.haggin@wsj.com )
(END) Dow Jones Newswires
July 01, 2021 09:38 ET (13:38 GMT)
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