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Explainer: What Is Google FLoC?

Google says it will block third-party cookies from its Chrome browser and instead will use what's called Federated Learning of Cohorts, or FLoC. It's billed as a privacy-preserving platform that lets advertisers reach users using behavioral targeting without needing third-party data. The news has received negative attention from other tech companies and it's even run afoul of Europe's GDPR policy. Here's what FLoC is and the impact on your privacy.

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Explainer: What Is Google FLoC?
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    This is what FLoC is

    Privacy and ads in Chrome are about to become FLoCing complicated

    Privacy and ads in Chrome are about to become FLoCing complicated

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    The Verge

    Repent, o ye ad trackers, for the cookiepocalypse is nigh! If Google sticks to its roadmap, by this time next year Chrome will no longer allow websites to use third-party cookies, which are cookies that come from outside their own domains. The change theoretically makes it vastly more difficult for …

    How Is The News Being Received?

    Google starts trialing its FLoC cookie alternative in Chrome
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    Google starts trialing its FLoC cookie alternative in Chrome

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