Amazon blocks Google’s cookieless tracking tech in “huge restriction” for search giant

Amazon has blocked Googles’ new controversial cookieless tracking technology in a potentially major blow to the search giant.

Google recently launched FLoC (Federated Learning of Cohorts), an alternative to third-party cookies which uses machine learning to anonymously study how users are browsing then categorise them into ‘cohorts’.

The search giant is planning to replace the use of cookies with FloC, which it believes provides users with more privacy, but a number of browsers have already blocked FloC and now its Big Tech rival Amazon has followed suit.

According to Digiday, Amazon has blocked FLoC from gathering data on its own retail platform Amazon.com, alongside WholeFoods.com and Zappos.com which it also owns.

READ MORE: Amazon’s advertising business has now overtaken its retail and Prime subscription arms

Amazon, understandably, wants to keep its masses of data on what products shoppers research, review and buy online to itself and out of the hands of its rivals.

According to technologists who helped Digiday gather the data, this move is a “huge restriction” for Google to gather shopper data, considering the amount of shopping trackable shopping traffic that passes through Amazon.

One source who works with ad tech-related data went as far as saying: “What you browse on Amazon is who you are”.

It comes as increasingly strict online privacy regulation makes tracking users with traditional third-party cookies extremely difficult, leading tech giants to invent new ways to continue tracking user activity.

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