![]() FLoC: what are we talking about already?įloC ( Federated Learning of Cohorts) is the device devised by Google to take over from third-party cookies, the disappearance of which is scheduled for 2022 at the latest. ![]() While Google’s FLoC must replace third-party cookies, many tech players will or plan to oppose the device. Whether they are browsers or big names in digital, there is no shortage of refractories, like arguments.įor several weeks now, the start of FLoC tests, outside the European Union for the moment, has made many tech players react. Among them: web browsers, the main ones affected by the advertising tracking system of tomorrow, the one that Google would like to impose, instead of third-party cookies. Mozilla, Microsoft Edge, Safari, Brave, Vivaldi, Opera, or DuckDuckGo have almost all given their opinion on the mechanism. And often, this one is decided. Others, like the WordPress CMS, keep the suspense going. On the French side, Qwant has not yet officially taken a position, but the rumors of the corridors let us know that the privacy-friendly browser should oppose the mechanism. ![]()
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