Konstantin Tiazhelnikov

Konstantin Tiazhelnikov

in Blog

Bees vs. honey or Google vs. cookies

If you follow Google's efforts to eventually phase out 3rd party cookies - here are two articles describing the most recent updates: LINK and LINK

In a nutshell, in Q2 2021, Google is planning to test a technology called Federated Learning of Cohorts (FLoC) that is intended to replace 3rd party cookies in future.

The algorithm will place users into cohorts based on their browsing habits, which must make it more difficult to identity the particular individual from cohorts, but that doesn't necessarily prevent the exposure of personal information. And this hardly makes the issue of FLoC much less problematic than notoriously known 3rd party cookies.

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