To make sense of Federated Learning of Cohorts, or FLoC (and Fledge and Turtledove), we started with what the developers on GitHub’s Web Incubator Community Group are saying. But are these alternatives, and the many others being proposed by adtech and data vendors, compelling to marketers? Possible alternatives to preserve addressability are being floated, among them initiatives springing from Chrome’s Privacy Sandbox. It’s common knowledge that Google Chrome will deprecate third-party cookies in the near future - likely in 2022.
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