![]() ![]() ![]() But that’s a lot of whats, ifs and maybes, and “nothing has been decided yet.” “We think these mitigations could dramatically reduce the usefulness of FLoC for cross-site fingerprinting,” Google told IETF. Users assigned to topics instead of cohorts, manual auditing of topics to mask sensitive areas, bogus topics to confuse profiles. On FLoC and the Privacy Sandbox, Google says it’s exploring ideas for a watered-down solution. If your browser is a privacy gamekeeper and those trackers are data poachers, then you probably don’t want them all sporting the same logos. The issue with Chrome is that the browser and search engine and trackers all originate from the same source. Google would inevitably control the entire process, and advertisers would inevitably pay to play. Instead, you’re presented as a member of Cohort X, from which advertisers can infer what you’ll likely do and buy from common websites the group members visit. So, you’re not 55-year-old Jane Doe, sales assistant, residing at 101 Acacia Avenue. Rather than target you as an individual, FLoC assigns you to a cohort of people with similar interests and behaviors, defined by the websites you all visit. It turns out that building a wall around only half a chicken coop is not especially effective-especially when some of the foxes are already hanging around inside. It’s this unhappy situation that’s behind the failure of FLoC, Google’s self-heralded attempt to deploy anonymized tracking across the web. And any new technology simply adds to that complexity and cannot exist in isolation. There is already a complex spider’s web of trackers and data brokers in place. But the issue is that even Google’s staggering level of control over the internet advertising ecosystem is not absolute. Google’s Privacy Sandbox is supposed to fix this, to serve the needs of advertisers seeking to target users in a more “privacy preserving” way. ![]()
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