Google's brief experiment with Federated Learning of Cohorts (FLoC) has come to an end. The replacement is simply named " Topics ." Let's take a look at how Google will use this to track your browsing habits in Chrome. What Was FLoC? Before we dive into "Topics," let's talk about what they're replacing. Federated Learning of Cohorts (FLoC) was a method for advertisers to track user data in Chrome without cookies . FLoC enables "behavioral targeting" without cookies. When you visit a website in Chrome, your browser history is assigned an identifier that puts you in a group with other people who have similar browsing history. These groups were called "cohorts." Advertisers could see the browsing habits of people in the cohort without seeing information about the individuals. Each person was given an anonymous ID. So the general idea was advertisers could serve you personalized ads without knowing your identity. That's a very brief explanation of FLoC. Our full explanation of how FLoC worked goes into more detail. RELATED: What Is Google’s FLoC, and How Will It Track You Online? What Is "Topics"? Play Video Topics is a similar idea to FLoC, but it's a little more abstract. Chrome identifies a few… Read full this story
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