Google plans to replace cookies with a less invasive ad targeted mechanism have a number of issues that could defeat its privacy objectives. The FLoC is part of Google’s Privacy Sandbox initiative that aims to develop alternate solutions without resorting to third-party cookies or other opaque tracking mechanisms. The idea, in a nutshell, is to leverage on-device machine learning and “hide” individuals in the crowd by keeping users’ web history private on the Chrome browser. Google is currently running an origin trial in its Chrome browser, with plans to roll it out in place of cookies at some point next year.
Source: https://thehackernews.com/2021/06/mozilla-says-googles-new-ad.html