FLoC is coming — Here’s what we know so far
Google has positioned its third-party cookie replacement squarely between advertisers and users, and both sides are worried. Earlier this month, Google announced that it would not build or use alternate identifiers to track users for advertising purposes. Instead, the company reiterated that its ads will be driven by one of its Privacy Sandbox initiatives, called Federated Learning of Cohorts (FLoC). Advertisers have been anticipating the shift away from third-party cookies for years, but now, we have some understanding of the technology that the industry leader will be backing to replace it. Google has positioned…
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