Google is trying to change something big about the internet the way websites track our activity. Google says it will be a more robust way to protect user privacy. But how much can we trust a company whose main source of revenue is advertising?
Google is putting a new tracking scheme into their Chrome browser called FLoC. It stands for Federated Learning of Cohorts. FLoC is meant to be a replacement from the much-maligned and frankly super annoying third-party cookie system we use today.
Enter FLoC, the idea here is that instead of allowing advertisers to track users individually, users will instead be assigned to cohorts made up of several thousand people. By default, Chrome will track your browsing habits and once it comes up with a list of topics it thinks you’re interested in, the browser will put you in a cohort with people who share the same interest.
FLoC is already rolling out to a small percentage of Chrome users. So, remember to check to opt out if you don’t want to take part.
For more information on FLoC please visit the below links: