Google is facing even more flack for FLoC from the EU

Regulators are unsure what to make of Google's proposed third-party cookie replacement

Google knows that third-party cookies tracking users around the web are on the way out, as even the company itself is planning on phasing out support for them in its own Chrome browser. But the online ad business is only as lucrative as it is due to extensive tracking practices, so Google is looking for an alternative to cookies. Enter FLoC, or Federated Learning of Cohorts. The technology is supposed to make tracking less privacy-invasive by assigning people to random groups with similar interests, instead of following every individual around.

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Google is facing even more flack for FLoC from the EU was written by the awesome team at Android Police.

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