Technology
Google testing cookies alternative for Chrome – ACS
Wants FLoC to become the new standard for adtech.
Google has started testing its alternative to third-party cookies in the Chrome browser.
Called the Federated Learning of Cohorts (FLoC), the technology aims to replace invasive third-party cookies that track individuals with a system that groups internet users into broad categories based on their browsing history.
In a blog post on Tuesday, product manager of Googles Privacy Sandbox, Marshall Vale, confirmed the advertising company was beginning the first public trials of FLoC with users who have…
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