FLoC (Federated Learning of Cohorts) is Google’s answer to “fixing” online advertising. It’s not a bad solution at all if you look into the tech. Instead of tracking you using cookies (something almost every advertiser does now), it uses your machine and an algorithm built into Chrome to place you into anonymous groups that will receive targeted ads.
The idea, which is still in the works but is available as a Chrome Dev demo, has already done a lot of good, just not how Google has hoped. When a behemoth the size of Chrome — which holds about 60% of the web browser market — makes a change like this, it opens a lot of eyes to just how bad third-party tracking cookies are.
Google’s plans for FLoC aren’t going as well as it hoped.
We’ve seen companies like Apple and Mozilla try to tackle third-party cookies, but without the mindshare…