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Mozilla Says Google's New Ad Techβ€”FLoCβ€”Doesn't Protect User Privacy

11 June 2021 at 13:14
Google's upcoming plans to replace third-party cookies with a less invasive ad targeted mechanism have a number of issues that could defeat its privacy objectives and allow for significant linkability of user behavior, possibly even identifying individual users. "FLoC is premised on a compelling idea: enable ad targeting without exposing users to risk,"Β saidΒ Eric Rescorla, author of TLS standard
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