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By Jason Aten jasonaten Getty Images Google's plan to replace third-party google incorporated is, on one level, really quite brilliant. Google's entire business depends heavily on the ability to track users in order to identify their interests and then show them "personalized ads" based on their Web activity.
The third-party cookie is a huge part of googel business, which means it makes sense Google google incorporated want to be leading the way on whatever replaces it. Cookies, if you remember, are little snippets of code that websites use to identify you when you navigate across the internet. Not all of them are bad. For example, https://digitales.com.au/blog/wp-content/custom/general-motors-and-the-affecting-factors-of/three-theories-of-humor.php cookies are used to keep you logged in to websites.
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That's helpful, and most people find it convenient that the CRM they use google incorporated day remembers them so they don't have to enter their login information every time they open is immoral browser. Third-party cookies, however, are mostly used by google incorporated and ad platforms -- like Google and Facebook -- to track pretty much everything you do online. That's bad. It's also very profitable, which is why Google created FLoC and is pushing it as the alternative for advertisers moving forward. Of course, setting aside the privacy implications which I'll get to in a minuteno one actually knows if it will work.
This google incorporated precisely why Google recently started testing FLoC at the end of last month. Except, there's a problem -- two really. The first is that Google's test has been rolled out to users without their consent.
If you're using Chrome, you could be one of them. This is how Google explained it in a google incorporated announcing it was rolling out the test at the end of last month: The initial testing of FLoC is taking place with a small percentage of users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, Philippines, and the U. We'll expand to other regions as the trial expands globally.
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If you've chosen to block third-party cookies with the current version of Chrome, you won't be included in these origin trials. Google will tell google incorporated that the test affects only 0. That's true, except there are 2. That's a lot of people who got signed up for a new form of Web tracking without their knowledge or consent.
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And, despite the fact that FLoC is supposed to google incorporated more anonymous, google incorporated really isn't. Here's how the Electronic Frontier Foundation explains it: It uses your browsing history from the past week to assign you to a group with other "similar" people around the world. Each group receives a label, called a FLoC ID, which is supposed to capture meaningful information about your habits and interests.
FLoC then displays this label to everyone you interact with on the web. This makes it easier to identify you with browser fingerprinting, and it gives trackers a head start on profiling you.]
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