They want to replace third party cookies by something equivalent.

They have a draft specification : https://wicg.github.io/floc/

I personally agree with what the EFF says. https://www.eff.org/deeplinks/2021/03/googles-floc-terrible-...

Thank you, both (disturbing) W3C draft and EFF position were an entertaining read.

What I find the most disturbing is that it's going to be way harder to opt out of this than to opt out of cookies (which is essentially a hack anyway), and also governments will take some years to regulate this approach, which is a bummer.

Let's see how it develops as far as players like Mozilla are concerned... Maybe they won't implement the spec?..

thank you for this! exactly what I was looking for.

- Trust Token API to verify whether you are a bot or not - Federated Learning of Cohorts (FLoC)

https://www.google.com/amp/s/blog.google/products/ads-commer...

As well as there is plenty of techniques allowing device fingerprinting that Google (might) use.

https://github.com/niespodd/browser-fingerprinting

Does this mean Google wants to track you directly and not allow others to do the same? I heard on Seth Godin podcast, this is cunning move by Google so that advertiser will not know whether ads on google are actually working or not