The California company writes on its blog that it needs more time to test and deploy its new system. According to Google, the new system respects the privacy of its users better.
Google announced last year that it would build a ‘privacy sandbox’ in Chrome, the most used browser worldwide. As a result, cookies from other companies would no longer work properly. By means of cookies, surfing behaviour is closely monitored, and advertisers can send personally targeted advertising. Technology companies like Google have been criticized for years for using those cookies.
In March, Google indicated that from 2022 it would only use technology that protects privacy based on anonymized data. From the second quarter of this year, the company started testing a new system that enables targeted advertising to groups of users with similar surfing behaviour, called ‘FLoCs’.
“While much progress has been made on this initiative, it has become clear that we need more time to get this right across the ecosystem,” Google said.