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The idea with this proposal is to avoid browser fingerprinting. Cross site cookies are going away and there are essentially two possible paths for ad networks
by derekdahmer 6y ago
The idea with this proposal is to avoid browser fingerprinting. Cross site cookies are going away and there are essentially two possible paths for ad networks to compensate: a common approach like FLoC is adopted, or ad networks will continue to do ever more advanced fingerprinting based on things that are identify you individually and hard to obfuscate like graphical rendering and audio quirks. The proposal is if Google adopts FLoC they won’t use browser fingerprinting.
Which reality is better is up for debate but they won’t be doing both for the same client.
- kelnos 6y agoThere's a third option: we make it hard enough to fingerprint users that doing so is too costly when compared to what the ad networks gain from doing it.
- iainmerrick 6y agoCostly to whom? Fingerprinting already slows down websites, and websites still use it extensively. The cost is paid by the users and nobody cares enough to fix it.
- e3bc54b2 6y agoThey will absolutely do both because nothing stops them fingerprinting us otherwise. Anything based on goodwill and hope should be considered false starts.