Google Features

Google Swaps Cookies for Red Herring

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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