Google Serves Up a New Ad-Tracking Cookie Replacement

Google Serves Up a New Ad-Tracking Cookie Replacement
·4 min read

It's been about three years since Alphabet (NASDAQ: GOOG) (NASDAQ: GOOGL) subsidiary Google said it would disable third-party tracking cookies in the popular Chrome browser. In its place, Google proposed a new online activity-tracking technology known as Federated Learning of Cohorts (FLoC). One year later, Google invited other online advertising companies to propose improvements for the FLoC solution.

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