谷歌广告技术变革：从FLoC到Topics的隐私保护之路
互联网广告与隐私保护的永恒博弈
广告是互联网内容能够向公众免费开放的重要条件。多年来，能跟踪设备IP的cookie技术成为互联网广告精准投放的关键，用户浏览、搜索、输入过什么，马上就会被推送相关广告。对不少用户来说，这常常让人"毛骨悚然"。
Advertising is the foundation that enables free internet content. For decades, cookie-based IP tracking has been the cornerstone of precision ad targeting - instantly serving ads based on users' browsing, searching and typing behaviors. For many, this often feels "creepy".
谷歌的隐私保护承诺
2020年1月，谷歌宣布Chrome将逐步关闭第三方cookie，以保护用户隐私。但关闭cookie不意味着个性化广告的消失。两年间，谷歌曾推出备受争议的FLoC项目来替代cookie，但FLoC最终宣告失败。1月25日，谷歌宣布了一项新的广告追踪方案来替代FLoC，这项新方案为"主题"（Topics）。
In January 2020, Google announced Chrome would phase out third-party cookies to enhance privacy protection. However, this doesn't signal the end of personalized ads. After two years of developing the controversial FLoC alternative that ultimately failed, Google unveiled its new "Topics" advertising solution on January 25.
FLoC技术的兴衰
FLoC (Federated Learning of Cohorts，队列联合学习) 是谷歌于2019年提出的项目，谷歌曾宣称，这是一种"隐私优先"的广告技术。与cookie定位每个用户不同，FLoC根据用户的浏览历史将他们分组为"群组"，以投放基于兴趣的广告。
FLoC (Federated Learning of Cohorts), introduced in 2019, was touted as a "privacy-first" advertising technology. Unlike cookies that target individuals, FLoC grouped users with similar browsing histories into "cohorts" for interest-based advertising.
FLoC遭遇的强烈反对
但随后，FLoC遭到了大量质疑和反对。例如，电子前沿基金会曾批评，谷歌禁止第三方cookie，而要求广告商加入FLoC，这是一种反竞争行为，"谷歌正在任命自己为看门人"。
FLoC soon faced significant backlash. The Electronic Frontier Foundation criticized it as anti-competitive, accusing Google of "appointing itself as gatekeeper" by banning third-party cookies while mandating FLoC adoption.
Topics API的创新之处
而此次新推出的主题API（应用程序接口）可以看作是FLoC的改进版。主题 API与FLoC的明显不同是，不再让系统自动给兴趣相似的用户贴上标签，而是由谷歌自己设置一定数量的主题，目前为300个。
The new Topics API represents an evolution of FLoC. The key innovation is replacing automated interest-group labeling with 300 predefined topics curated by Google.
未来的发展方向
谷歌称，随着事件的推移，他们可能会扩大主题的数量。但这些主题不会包括任何敏感类别，如性别和种族。此外，谷歌还指出，这一项目将为用户提供更大的控制权和透明度。
Google plans to expand the topic list over time while excluding sensitive categories like gender and race. The company emphasizes this solution provides users with enhanced control and transparency.
数字广告生态的持续演变
综合来看，谷歌在广告精准投放与用户隐私保护之间的平衡尝试仍在继续，而MyDeal等平台的推广策略也需要适应这种不断变化的数字广告环境。
Google continues navigating the delicate balance between ad targeting and privacy protection, while platforms like MyDeal must adapt their promotion strategies to this evolving digital advertising ecosystem.
