Google Chrome begins testing FLoC, its third-party cookie tracking replacement – News 24-7 Live News 24-7 Live
Google Chrome begins testing FLoC, its third-party cookie tracking replacement

Google Chrome begins testing FLoC, its third-party cookie tracking replacement

Google stunned the world a few weeks ago when it made the announcement that it was turning off support for third-party cookie support in its Chrome browser, a move that will change how advertising companies — including Google themselves, track users around the internet. The company’s ‘alternative’ to third party cookies based on ‘Federated learning’ is now going live for some users, according to reports.

Dubbed Federated Learning of Cohorts (FLoC) for Chrome, is based on machine learning technology developed by Google to allow the browser to anonymously study users browsing and then put them in groups or “cohorts”. Because users are in these groups, advertising will be based on the cohorts and not on individual user’s data.

News Source: Hindustan times

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