Google drops FLoC after widespread opposition, pivots to “Topics API” plan

Ars Technica
By Ron AmadeoJan 25, 2022, 2:03 pm185 ptsTrending
Enlarge / Vivaldi's graphic on FLoC. (credit: Vivaldi) After widespread opposition from the rest of the Internet, Google is killing its "FLoC" plans. The company wants to get rid of the third-party web cookies used for advertising tracking, so it proposed FLoC ("Federated Learning of Cohorts"), which would have…

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