AdExchanger reports Google released the results from its tests on the use of interest-based cohorts, a potential alternative to third-party cookies. The scheme, put through Google's Privacy Sandbox, groups people based on their common browsing behavior via machine learning. While preliminary results of the test were promising, Google Product Manager for User Trust, Privacy and Transparency Chetna Bindra said the process is in its infancy. However, Bindra added cohorts are "where the future is headed, at some level, in terms of targeting."
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