• Google is killing FLoC

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    Google changes course on cookies plans following advertising industry backlash

    Search giant overhauls central part of new technology designed to replace tracking files over privacy concerns

    ..On Tuesday, Google conceded that a part of its replacement for cookies, known as Floc, might not do enough to protect the identity of individuals online, and did not make it easy enough for web users to understand or control how their data are being used.

    Vinay Goel, the production manager in charge of the project, told the Financial Times that Google decided to scrap Floc
    after “feedback” from publishers and others in the industry.

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