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Google’s Latest Attempt at Privacy, Topics API, Further Erodes Marketers’ Options

By Devin Littlefield / 2 minutes of reading

Farewell, FLoC; we hardly knew ye. After many months of hype, Google has canned their Federated Learning of Cohorts (FLoC) program, which they had intended to replace third-party cookies (and perhaps forestall anti-trust and privacy legal action). We made no secret of our low expectations for the program, but we were trepidatious regarding what solution …

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Google Swaps Cookies for Red Herring

By John Matera / 6 minutes of reading

Prepare for even more metaphor mixing when describing Google’s latest gambit to replace third-party tracking cookies. Dubbed “Federated Learning of Cohorts” and shortened to FLoC, the ovine herd references alone are inescapable. Here’s a simplified explanation of the technology along with some speculation about the future of FLoC. Why Did Google Create FLoC? Ad tech …

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