Unfortunately, the system has been criticised for posing a privacy risk because it permits advertisers to create an identity of users through tools like fingerprinting, exposing information, such as user demographics, which can lead to discriminatory targeted ads.Ĭompanies like Brave, Amazon and DuckDuckGo spoke against FLoC and said it does not stop user tracking from cookies, as groups with a few thousand users could still be a strong identifier. It tracks people’s interests based on a “cohort” of subjects that share similar interests. Google is optimistic about Topics API but some brands still have apprehensions about itĮarly last year, Google replaced third-party cookies with a system to track people’s interests called the Federated Learning of Cohorts (FLoC). Google introduced an alternative to FLoC that suffered some backlash for posing a privacy risk.
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