What Is Google FLoC (Federated Learning of Cohorts)?

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Interested in tracking? Funny thing, Google has a new way of tracking you called FLoC. FLoC (Federated Learning of Cohorts) is an alternative to third-party cookies that Google rolled out to a few Chrome users beginning in 2021. According to Google, FLoC aims to provide users with additional online privacy while supporting the underlying economics of Google Adsense. In other words, if you're one of the lucky few invited to participate in this experiment, you'll no longer be tracked by cookies when visiting websites or using apps on your mobile device. Instead, your browsing history will be stored locally on your phone or tablet and used only to enhance your experience with the sites you visit. FLoC, expected to be 95% as effective as third-party cookies, was initially launched to a small number of users in multiple countries worldwide, including Australia, Brazil, India, Japan and the United States. The new feature is part of a series of updates Facebook has made over the past year to better protect user privacy and security. In a press release, Facebook said it plans to roll out the new feature to all users globally by 2020. The small browser companies who have built their reputation on privacy (including Opera, Vivaldi and Brave) announced they would not be implementing FLoC. Microsoft Edge, which is Chromium-based, is taking a wait-and-see approach while working on a similar strategy called PARAKEET. It's no secret that the internet giants—Google, Facebook and Apple—are the big winners in this new world order. They can use their massive user base to collect more data than ever and sell it to advertisers at a premium. Yet, many people are concerned about what this means for our privacy. We need better ways to protect ourselves online.

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Integration-Centric BPM

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In-Memory Analytics

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