Based on the data Google collected for FLoC, they are developing Topics (also partly in response to AntiTrust). As Engage writes :
“With Topics, the browser identifies some topics such as “Fitness” or “Travel” (in total the “interests” mapped by Google would be around 350, ed.), which represent the main interests that russia whatsapp number emerged during browsing in the last week, based on the history . Some sensitive topics, such as gender identity or ethnic connotations, have been excluded. The topics are only kept for three weeks , after which they are automatically removed. This process takes place entirely on the device used and without involving external servers , including those of Google.
Universal ID
Another likely option for advertisers will be universal IDs . With this technology, which can be based on deterministic or probabilistic systems , user information is anonymized and then returned to the advertiser in the form of User Tokens .
In effect, this transformation allows data to become first-party data, allowing it to be used for your own advertising.
Some projects such as Google Privacy Sandbox and Project Reac are already based on this system.