Third-party cookies might have a tasty name, but they can be pretty poisonous when they’re quietly tracking your online behavior. A new Google machine learning initiative aims to replace the rancid cookies with a privacy-first alternative. The search giant calls the system Federated Learning of Cohorts (FLoC). FLoC (pronounced “flock”) allows businesses to send ads to groups of potential customers rather than specific individuals. The system uses machine learning algorithms to create clusters of people with similar browsing habits. All the data analyzed by the algorithms — including your web history — is kept private on the browser and not uploaded anywhere else.…
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