What Is Google’s FLoC, and How Will It Track You Online?

What Is Google’s FLoC, and How Will It Track You Online?

Third-party cookies are going extinct, but that doesn’t mean tracking is going away. Google is introducing a new tracking method called Federated Learning of Cohorts, or FLoC, as part of the “privacy sandbox” initiative it announced in 2019. Google claims its replacement for cookies will better protect user data, but many people remain unconvinced.