Google’s FLoC: What is it and why so many other browsers are against it

Just a few weeks ago Google announced that they were turning off support for third-party cookies on the Chrome browser. This move obviously is going to change how companies, including Google, track users on the internet. So does that mean Google is going to stop tracking you? Of course not! Google is replacing third-party cookies with something called FLoC or Federated Learning of Cohorts.

What is FLoC or the Federated Learning of Cohorts?

FLoC is Google’s alternative to third-party cookies and is based on machine learning. This will allow the browser, any browser, to anonymously study how users are browsing and then group them in ‘cohorts’. Following this, you will be served ads based on your cohort and not on your individual data.