Google announced that it will get rid of cookies, but what will it offer instead? FLoC!

The article on the Electronic Frontier Foundation’s website discusses FLoC, which stands for "Federated Learning of Cohorts," a proposal by Google aimed at tracking users on the Internet. The authors present arguments against this technology, pointing out its fundamental privacy issues. FLoC attempts to group users into large categories to allow advertisers to target them based on group membership. Critics highlight that instead of enhancing privacy, FLoC may actually worsen it, as it collects data in a way that could easily be compromised. This approach also carries the risk of introducing new forms of discrimination and broader surveillance by various entities. Additionally, the article emphasizes that users have no control over which cohort they are assigned to, violating essential principles of online privacy. In conclusion, FLoC is a terrible idea that threatens user privacy and could have detrimental effects on the entire online ecosystem.