Google’s FLoC Is a Terrible Idea

By Electronic Frontier Foundation - 2021-03-03

Description

The third-party cookie is dying, and Google is trying to create its replacement. No one should mourn the death of the cookie as we know it. For more than two decades, the third-party cookie has been t

Summary

  • Search form Google’s FLoC Is a Terrible Idea Google’s FLoC Is a Terrible Idea The third-party cookie is dying, and Google is trying to create its replacement.
  • For FLoC to be useful to advertisers, a user’s cohort will necessarily reveal information about their behavior.
  • This makes FLoC cohorts less useful as long-term identifiers, but it also makes them more potent measures of how users behave over time.
  • This solution sounds both orwellian and sisyphean.

 

Topics

  1. UX (0.21)
  2. Backend (0.2)
  3. Frontend (0.08)

Similar Articles

50 Emerging Technology Themes to watch out for in 2021

By linkedin - 2021-01-03

“Sometimes it takes an overwhelming breakdown to have an undeniable breakthrough." - Author Unknown This is the third year that I have put together this list of lists, curating the most interes ...

Progressive Web Apps in

By firt - 2021-01-09

Learn about Mobile and Web Development with Maximiliano Firtman's articles, notes and learning experiences. Progressive Web Apps, Web Performance, Android Apps, iOS Apps and more

Platforms, bundling and kill zones

By Benedict Evans - 2020-12-29

What does it mean when Google, Microsoft or Apple turn your whole company into a feature? When do we let a tech giant build and when do we call the anti-trust lawyers? And what does that mean for Spot ...