![]() ![]() ![]() ![]() This post will focus on one of those proposals, Federated Learning of Cohorts (FLoC), which is perhaps the most ambitious-and potentially the most harmful.įLoC is meant to be a new way to make your browser do the profiling that third-party trackers used to do themselves: in this case, boiling down your recent browsing activity into a behavioral label, and then sharing it with websites and advertisers. And some of its proposals show that it hasn’t learned the right lessons from the ongoing backlash to the surveillance business model. Google is leading the charge to replace third-party cookies with a new suite of technologies to target ads on the Web. However, as the foundations shift beneath the advertising industry, its biggest players are determined to land on their feet. For more than two decades, the third-party cookie has been the lynchpin in a shadowy, seedy, multi-billion dollar advertising-surveillance industry on the Web phasing out tracking cookies and other persistent third-party identifiers is long overdue. No one should mourn the death of the cookie as we know it. The third-party cookie is dying, and Google is trying to create its replacement. Update, April 9, 2021 : We've launched Am I FLoCed, a new site that will tell you whether your Chrome browser has been turned into a guinea pig for Federated Learning of Cohorts or FLoC, Google’s latest targeted advertising experiment. ![]()
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