As noted by Consumer Reports: "When third-party cookies are replaced by FLoC, Google will have a way to track consumers that isn’t available to other companies

As noted by Consumer Reports: "When third-party cookies are replaced by FLoC, Google will have a way to track consumers that isn’t available to other companies, which could give Google a steep advantage in the advertising business." [1] According to the EFF, Google controls the algorithms, and will also be running its implementation and auditing its outputs, a task the EFF describes as "both orwellian and sisyphean". The EFF also notes that "Users and advocates must reject FLoC and other misguided attempts to reinvent behavioral targeting." [1] https://www.msn.com/en-us/news/technology/duckduckgo-solution-andamp-google-floc-privacy/ar-BB1fzWHK https://www.msn.com/en-us/news/technology/duckduckgo-solutio... [2] https://www.eff.org/deeplinks/2021/03/googles-floc-terrible-idea https://www.eff.org/deeplinks/2021/03/googles-floc-terrible-...