With the arrival of Google Chrome v89 on Tuesday, Google is preparing to test a technology called Federated Learning of Cohorts, or FLoC, that it hopes will replace increasingly shunned, privacy-denying third-party cookies.
Bennett Cyphers, staff technologist at the Electronic Frontier Foundation, argues FLoC is "a terrible idea," and urges Google to refocus its efforts on building a web that serves the people who use it.
"Instead of re-inventing the tracking wheel, we should imagine a better world without the myriad problems of targeted ads," he said in a blog post.
Third-party cookies – files slipped into web surfers' browsers containing identifiers and other data that marketers use to track people across different websites for the sake of ad targeting and analytics – turn out to be pretty bad for privacy. But beca ..
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