In January this year, Google introduced a technology to replace cookies, called Federated Learning of Cohorts (FLoC). Google said that this technology will solve the privacy problem that cookies have plagued people for a long time.
However, judging from the current situation, Google’s new technology may only be used on its own Chrome browser. According to official interviews by The Verge on several mainstream browsers such as Opera, Microsoft Edge, Apple Safari, and Firefox, all browsers have more or less refused to use Google’s FLoC technology.
According to Google’s official statement, FLoC technology uses machine learning algorithms to analyze user data and then creates a collection of people based on sites visited by individuals. Advertisers will not obtain users’ local data, but directly obtain a wider range of people’s portraits to distribute advertisements.
At present, all major browsers are implementing their own privacy protection policies, and even Microsoft Edge, which uses the same kernel, is also implementing an advertising proposal called PARAKEET.