PRIVACY
Google’s FLoC gets frosty reception
FLoC is Google’s replacement for cookies, but many companies and individuals have their concerns.
C ookies – those little digital breadcrumb trails that track and identify you on the internet – are becoming ever less popular, and while that’s good news on the whole, Google is looking to replace them with FLoC (Federated Learning of Cohorts) in its dominant Chrome web browser. The company states (http://bit.ly/LXF277FLoC) that this will enable advertisers to target their ads to people, while the “approach effectively hides individuals ‘in the crowd’ and uses on-device processing to keep a person’s web history private on the browser. “