Google Scraps User-Tracking Cookies Amidst Data Privacy Concerns

Amidst rising privacy concerns, tech-giant Google has started phasing out the traditional method of user-tracking cookies. Citing privacy issues, the web giant has unveiled an alternative method called the Federated Learning of Cohorts (FLoC) to deliver personalized ads. Reportedly, FLoC ensures online anonymity and employs on-device processing to keep a person’s web history private. Moreover, Google is planning to test the FLoC approach with advertisers later in the year.