Google begins a public test of a technology it says will eventually replace browser cookies. Federated Learning of Cohorts (FLoC) is promoted as a way to put people s privacy first by limiting the capability of third parties to track their activity across the web using Cookies. Critics say the switch is a half-measure and does not protect the web movements of Chrome users adequately. The Electronic Frontier Foundation (EFF) has even gone so far as to call FLoC a terrible idea
Source: https://threatpost.com/critics-googles-browser-cookie-floc/164540/