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Wednesday, March 31, 2021

FLoC vs SWAN Tests Cookies for Browse Tracking

 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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