What the FLoC? A look at Google’s alternative to cookies

Federated Learning of Cohorts (FLoC) is a proposed browser standard that will enable interest-based advertising on the web without letting advertisers know your individual identity. Instead, you’ll be associated with a cohort of users to make you semi-anonymous to the companies targeting you.

FLoC is proposed within Google’s new privacy sandbox, a series of plans to satisfy third-party advertising use cases without the need for cookies or other tracking mechanisms. The pivot is designed to head off incoming laws targeting the use of individual user level data.

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