Online advertisers take on Google with their own third-party cookie alternative | Engadget – Engadget

When Google announced its plans to stop supporting third-party cookies for ads, a move away from tracking users based on their individual browsing history to create personalized ads, it was like a nuclear bomb for the online advertising industry. Yesterday, Google started officially testing its alternative solution, FLoC (Federated Learning of Cohorts), which anonymously serves ads to groups based on similar behavior. The major problem for the ad industry? FLoC is entirely Google’s creation, which…

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