There’s more to Google's FLoC than meets the eye

The Federated Learning of Cohorts (FLoC) is Google’s proposed mechanism to protect individuals from being identified by unscrupulous internet marketers, without taking away all the advantages of targeted advertising.

However, the idea of lumping users into a cohort hasn’t gone down well with privacy advocates. In fact, the Electronic Frontier Foundation (EFF) believes that FLoC is Google’s attempt to create a replacement for the third-party cookie.


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