More recently, the non-profit launched a tool that tells users whether they’ve been included in Google’s early FLoC pilot. The Electronic Frontier Foundation (EFF) explained in a series of blog posts why FLoC is a terrible idea, saying that the technology might lead to abuse, allowing third parties to fingerprint users. Some have criticized Google’s new tool and the way the company is talking about it.
Google says FLoC will protect user privacy while user data is collected for personalized ads. They will then be served personalized ads based on that data. FLoC (Federated Learning of Cohorts) - the new user tracking technology - analyzes browsing history to put the user into groups with similar interests. The company will replace the cookies with a technology that it claims will enhance user privacy.
But Google remains one of the most important players in the online ads business.
Google promised to remove the third-party cookies from Chrome that are widely used to track users online for advertising purposes.
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