With most browsers either already actively blocking third party cookies or committing to do so in the near future, Google is testing a new advertising technology. Their plan, called Federated Learning of Cohorts (FLoC), uses an algorithm to place users with similar browsing history into buckets, allowing advertisers to better target potential customers.
Thankfully, Google is only able to test it on their own Chrome browser. Most other major browsers such as Microsoft Edge, Apple Safari, Firefox, and Opera will not commit to using it or are flat-out refusing to enable it. Even though Google has claimed FLoC is a way to protect users by making the information more anonymous, many worry that it could lead to even worse privacy concerns.
