Which have the higher potential for misuse?
Online advertisers take on Google with their own third-party cookie alternative
Google has "FLoC"; these advertisers propose "SWAN."
D. Hardawar @devindra March 31st, 2021 in Engadget
When Google announced its plans to stop supporting third-party cookies for ads, a move away from tracking users based on their individual browsing history to create personalized ads, it was like a nuclear bomb for the online advertising industry. Yesterday, Google started officially testing its alternative solution, FLoC (Federated Learning of Cohorts) , which anonymously serves ads to groups based on similar behavior. The major problem for the ad industry? FLoC is entirely Google's creation, which isn't exactly appealing to the company's competition in the space. So a group of online advertisers is proposing an alternative (with an appropriately cute name) of their own, SWAN, Bloomberg reports. ... '
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