Topics roughly works like FLoC, it proposes targeting through categories checked by users online, the categorization will be contained on the user’s device.

Indeed, FLoC raised a lot of privacy concerns (which is problematic when it concerns a privacy tool), it didn’t even comply with the European Union’s GDPR. The goal was to “create a more private Internet” thanks to the end of third-party cookies on Google Chrome and then replace them with something called FLoC (standing for Federated Learning of Cohort). The Privacy Sandbox was dubbed the cookie apocalypse when it was first announced by Google in 2019. In February 2022, they announced that the Privacy Sandbox would come and shake things up in Android, just not right away.

It’s been a while since Google first announced their Privacy Sandbox project, however, the changes were first aimed at their browser: Google Chrome. Will 2022 be the same for Google? Probably not. Apple’s ATT threw a wrench in every app marketers plan for 2021.

Sandboxie android