Goodbye FLoC, hello Topics

Back in May, we looked at a Google proposal to replace third-party cookies with something called the "Federated Learning of Cohorts" (FLoC). Third-party cookies were once used to track users all over the web so that advertisers could, supposedly, target their ads better, but, of the major browsers, only Google's Chrome browser fails to block them today. Google took a fair amount of flak for FLoC, since it was not perceived to be much of a win for users' privacy—and was mostly a sop to the (Google-dominated) web-advertising industry. Now the company is back with a different proposal that could, eventually, replace third-party cookies in Chrome: Topics.

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