Google has announced that it is slowing down its FLoC efforts "to move at a responsible pace" as the community doesn't quite seem ready for what Google is offering in order to protect user privacy.
The Irish Council for Civil Liberties (ICCL) has filed a lawsuit against IAB Tech Lab that comprises some of the biggest names in the digital ad space for privacy concerns over the usage of user data.
GitHub joins the growing number of companies opposing Google's new FLoC system designed to replace cookies. Both github.com and github.io now contain the HTTP header required to block FLoC.
WordPress joins the growing number of companies opposing Google's new FLoC system designed to replace cookies. WordPress says the system will lead to discrimination and has decided to disable it.
Vivaldi and Brave have announced that they will disable FLoC ad tracking in their Chromium-based web browsers. The declarations come after Google said it had begun trialling the technology in Chrome.
DuckDuckGo has announced an update to its Chrome extension which blocks Google's FLoC tracking. Some users were silently added to the FLoC trial in Chrome - DuckDuckGo thinks this is wrong.
The United States Department of Justice is reportedly investigating Google's intention to get rid of traditional identifying cookies to make way for federated learning that groups users into cohorts.
Google recently announced that it will soon stop individual tracking to preserve user privacy. But what does that mean exactly? We take a deep-dive around its proposed FLoC approach to find out.