Google is officially on a zero-calorie diet after introducing an alternative to third-party cookies. The new system, called Federated Learning of Cohorts (or FLoC, for short), provides more privacy for users.
The new technology allows advertisers to create tailored ads by clustering groups of individuals that display similar browsing habits (aka cohorts) without risking individuals’ privacy. Google scores bonus points for discarding cohorts that contain sensitive browsing activity (such as governments and medical websites). Since FLoC is built into Chrome itself, users’ browsing history won’t be transmitted to third parties.
Stay tuned for the full implementation as FLoC, though — it’s currently still in beta test mode.