• Google announced “Topics,” a new proposed system that will provide some information on visitors to the Google Chrome website. The proposal will track users and will assign them to a set of categories, such as travel or fitness, based on the sites they visit.

• The new system would replace its previously proposed system “FLOC,” where Google’s AI will group users based on their similar interests given privacy-related concerns raised by regulators. 

• The proposed new system is part of Google’s plan to address the challenge posed to advertisers, given the firm’s plan to discontinue third-party cookies by the end of 2023.

<ul><li> Analyst QuickTake: While the proposed new system is expected to provide advertisers with less detailed visitor information, regulators and privacy advocacy groups, particularly in Europe and UK, who have recently outlined new guidelines and highlighted privacy violations by AdTech firms , may not be satisfied. They may continue to raise concerns, as the proposed deadline for the phasing out of third-party cookies from web browsers approaches.</ul>