As Google’s Privacy Sandbox remains under scrutiny over competition concerns, the tech giant has released an update claiming experimental ad-targeting techniques it’s developing as part of the plan to depreciate support for third party cookies on its Chrome browser show results that are “nearly as effective as cookie-based approaches”.
Google has been working on a technique — called Federated Learning of Cohorts (FLoC) — to target ads based on clustering users into groups with similar interests, which it claims is superior from a privacy perspective vs the current (dysfunctional) ‘norm’ of targeting individuals based on third parties tracking everything they …
