Advertisers can then target the groups, rather than the individual. Rather, it puts that tracking squarely in Google’s hands: Chrome users’ internet activity will be tracked through the browser itself, and then Google will put users in large groups based on their interests. The problem is, FLoC doesn’t completely stop tracking. It’s rolled out some attempts since then, most notably the Federated Learning of Cohorts (FLoC).
The company promised to use those two years to come up with a more private alternative that users and advertisers (and Google) would be happy with.
Google announced in January 2020 that it would eliminate third-party cookies from Chrome by 2022. Chrome, by contrast, has dragged its heels to do the same. You can check out Recode’s guide to browsers if you want to know more, but Firefox, Brave, and Apple’s Safari already block third-party cookies by default and have for some time now. Some browsers have responded to this by blocking third-party cookies and making their privacy bona fides a selling point. People who care about their online privacy generally don’t like being tracked this way. They can see which sites you go to and use that to build a profile of you and your interests - which is then used to target ads to you. Third-party cookies are how many ad companies and data brokers track you across the internet. So Google has never been all that eager to make it. Google’s business model likely factored into the decision, too: It relies on third-party cookies for some of its lucrative ad business and is a major player in the digital advertising ecosystem that will be upended by the change.
Google is delaying its long-promised move to block third-party cookies from its Chrome browser by another year, citing the need to “move at a responsible pace” and “avoid jeopardizing the business models of many web publishers which support freely available content.”
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