Google’s FLoC Is a Terrible Idea | EFF

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The third-party cookie is dying, and Google is trying to create its replacement.

Apple has been pushing hard on privacy-as-competitive-advantage for a few years now, and last year made blocking third-party cookies the default on all its platforms. This move has been one of the most significant in an industry-wide shift away from third-party cookies (cookies that are associated with owners other than the owner of the domain you're on, often from ad networks).

This world is a complex one and I've spent very little (but not zero) time in my career directly analyzing data produced by third-party cookies. I'm generally supportive of the direction that Apple is pushing the industry towards, but also as an outsider don't feel like I understand all of the tectonic shifts playing out here. There are literally trillions of dollars of market cap that are tied up in this trend and thinking through the game theory of who's-going-to-do-what is probably not that productive of a way to spend your time.

BUT! It's an important topic to stay on top of given how central cookie data is to much of the work we all do. I found this EFF article to be an opinionated take on some of the movement playing out right now and a good way to catch up.

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