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Google Is Testing Its Controversial New Ad Targeting Tech

Google launched an “origin trial” of Federated Learning of Cohorts (aka FLoC), its experimental new technology for targeting ads.

A switch has silently been flipped in millions of instances of Google Chrome: those browsers will begin sorting their users into groups based on behavior, then sharing group labels with third-party trackers and advertisers around the web. A random set of users have been selected for the trial, and they can currently only opt out by disabling third-party cookies.

Source: Google Is Testing Its Controversial New Ad Targeting Tech in Millions of Browsers. Here’s What We Know.

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