EFF urges Google to ground its FLoC: 'Pro-privacy' third-party cookie replacement not actually great for privacy.
'That is not the world we want, nor the one users deserve'
With the arrival of Google Chrome v89 on Tuesday, Google is preparing to test a technology called Federated Learning of Cohorts, or FLoC, that it hopes will replace increasingly shunned, privacy-denying third-party cookies.
Bennett Cyphers, staff technologist at the Electronic Frontier Foundation, argues FLoC is "a terrible idea," and urges Google to refocus its efforts on building a web that serves the people who use it.
"Instead of re-inventing the tracking wheel, we should imagine a better world without the myriad problems of targeted ads," he said in a blog post.
https://www.theregister.com/2021/03/05/eff_google_floc/
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