Google is banking on the supposedly less intrusive and privacy-friendly FLoC to replace third-party cookies but several voices have raised concerns regarding Google’s proposed solution. The online giant announced on 24 June that it will continue supporting third-party cookies for two more years, until mid-2023 rather than until the initial 2022 deadline. Faced with criticism from competitors and regulators, Google has postponed for mid-2023 its plan to put in place an alternative to third-party cookies, the Federated Learning of Cohorts (FLoC), acknowledging the need for more time and debate.
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