Google offers new replacement for advertising cookies after 'FLoC' falls short

FILE PHOTO: The logo for Google LLC is seen at their office in Manhattan, New York City, New York, U.S., November 17, 2021. REUTERS/Andrew Kelly

(Reuters) - Alphabet Inc's Google on Tuesday announced its second try at enabling advertisers to buy ads based on users' browsing interests without having to rely on what it has described as privacy-invasive tracking cookies.

Google wants to block tracking cookies in its Chrome web browser by the end of next year, which would prevent advertising companies from logging the websites someone is visiting. Advertisers, website owners and privacy groups have all raised alarms over the planned transition, and complaints have led antitrust authorities in the United States, United Kingdom and elsewhere to watch Google's plans closely.