It seems Google is taking FLoC back to the laboratory for undisclosed post-third-party cookie ad tech modifications. Privacy advocates would prefer tests are conducted in the open - or not at all. Privacy researcher and former Federal Trade Commission technologist, Ashkan Soltani, told The Register that people don't have an issue with cookies per se, "the thing people take issue with is the passive collection and inference of their preferences. FLoC does that by default and broadcasts those to more sites because it's based on a first-party context. It further perpetuates a business model that people have problems with."
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