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What is Google FLoC? Google s new ad tracking plans explained

Credit: Edgar Cervantes / Android Authority Google is a big part of internet traffic, be it search, advertising, or even browsing with Google Chrome. Therefore, when there’s a move from Google related to internet traffic, everybody takes notice. The latest one seems to be Google FLoC, which stands for Federated Learning of Cohorts. It’s a set of technologies Google is bringing in to make up for the lack of the soon-to-be-retired third-party cookies. At first glance, FLoC seems harmless, or even the better alternative if you believe Google. However, it has been getting a lot of negative attention since Google first announced it. Multiple notable companies have even announced that they oppose Google FLoC and will be blocking it. So naturally, the question arises: what is Google FLoC, and why should you care about it? Let us break it down for you.

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