Google eyes privacy-friendly substitute to cookies
Google on Monday said new test results show promising signs that the technology it’s hoping will replace cookie-based ad targeting is working.
Google has been testing a new API (a software interface) called Federated Learning of Cohorts (FLoC) that acts as an effective replacement signal for third-party cookies. The API exists as a browser extension within Google Chrome.
Google has other proposals to replace cookies in the works, so it’s not guaranteed that FLoC will be the answer, but the company said it’s highly encouraged by what it has seen so far.