Google FLoC is a flop? Not so fast

Third-party cookies will soon go away, because people are fed up with being tracked. That’s bad news for advertisers, unless there’s something to replace them.

So here comes Google, on horseback, wielding its magical sword of FLoC: Federated Learning of Cohorts. It’s la GOOG’s proposed solution to targeted advertising without tracking.

But privacy wonks hate it. And so do most other browser makers. In this week’s Security Blogwatch, we munch on a tasty lettuce leaf.

Your humble blogwatcher curated these bloggy bits for your entertainment. Not to mention: Majestic macro.

Would you care for a cookie?

What’s the craic? Lawrence Abrams reports—Microsoft disables Google's FLoC tracking in Microsoft Edge:

It’s not just Microsoft. Dieter Bohn pens this “hilarious” pun—Nobody is flying to join Google’s FLoC:

And Thomas Claburn had a similar idea—FLoC flies into headwinds:

It’s already happening. The EFF’s anonymous gnomes warn—Google is testing FLoC on Chrome users worldwide:

But who wants to fight with an 800-pound gorilla? Not Fabermetrics, for one:

In full agreement, vikbytes bites:

It’s hard to find balance. But Scott Helme kinda-sorta offers the case for the Defense—What the FLoC?!

Sounds almost reasonable. But graylshaped seems to speak for many:

Wait. Pause. Surely personalized advertising has some good points? big_D throws peanuts at what looks like a scam:

Meanwhile, DontBeAMoran foresees our dystopian future:

The moral of the story?

If your brand/culture has a pro-privacy stance, consider opting your sites out of the trial.

And finally

Another perspective

Hat tip: Carla Sinclair

Previously in “And finally”

You have been reading Security Blogwatch by Richi Jennings. Richi curates the best bloggy bits, finest forums, and weirdest websites … so you don’t have to. Hate mail may be directed to @RiCHi or sbw@richi.uk. Ask your doctor before reading. Your mileage may vary. E&OE. 30.

This week’s zomgsauce: Candace McDaniel (via StockSnap)

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