Google Will Use 'FLoC' for Ad Targeting Once 3rd-Party Cookies Are Dead

Signaling a major shift to its ads-driven business model, Google on Wednesday unequivocally stated it would not build alternate identifiers or tools to track users across multiple websites once it begins phasing out third-party tracking cookies from its Chrome browser by early 2022. "Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while