Portage Labs

With the impeding death of the third-party cookie, companies are ramping up alternatives for the online advertising industry.

One of those proposals is the FLoC by Google. Which stands to avoid the privacy risks of third-party cookies, but it will create new ones in the process (potential discrimination and predatory targeting amongst others)

Check out the great summary by EFF.

Google’s FLoC Is a Terrible Idea Update, April 9, 2021 : We've launched Am I FLoCed, a new site that will tell you whether your Chrome browser has been turned into a guinea pig for Federated Learning of Cohorts or FLoC, Google’s latest targeted advertising experiment. The third-party cookie is dying, and Google is trying to creat...