Google’s FLoC Is a Terrible Idea

https://www.eff.org/deeplinks/2021/03/googles-floc-terrible-idea

'The third-party cookie is dying, and Google is trying to create its replacement.

No one should mourn the death of the cookie as we know it. For more than two decades, the third-party cookie has been the lynchpin in a shadowy, seedy, multi-billion dollar advertising-surveillance industry on the Web; phasing out tracking cookies and other persistent third-party identifiers is long overdue. However, as the foundations shift beneath the advertising industry, its biggest players are determined to land on their feet.

Google is leading the charge to replace third-party cookies with a new suite of technologies to target ads on the Web. And some of its proposals show that it hasn’t learned the right lessons from the ongoing backlash to the surveillance business model. This post will focus on one of those proposals, Federated Learning of Cohorts (FLoC), which is perhaps the most ambitious—and potentially the most harmful.' ~ op cit