A chart showing how FLoC can be used. — AFP Relaxnews
Cookies are currently used to track users on the Web and to target them with advertisements that correspond to their presumed preferences. However, this system has been judged to be too intrusive from a privacy point of view and will soon disappear.
Google, which plans on conserving its enormous advertising revenues, is developing an alternative which makes use of the federated learning of cohorts (FLoC) instead of tracking individuals. But it too has also prompted concerns over data privacy. Google intends to change the rules of the game.
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