> if it was that effective, why wouldn't just google switch to it and stop wasting money on ideas like FLoC, and ditch 3rd party cookies? First, I would be sho

> if it was that effective, why wouldn't just google switch to it and stop wasting money on ideas like FLoC, and ditch 3rd party cookies? First, I would be shocked if Google isn't using fingerprinting data in conjunction with cookies. But also, this comment misunderstands what FLoC was. FLoC was, at least in theory, an attempt to get the benefits of targeted advertising without uniquely identifying users. That's what the "C" in FLoC refers to - users aren't targeted individually, but rather by the cohort they belong to. FLoC unfortunately had many issues, one of which is that there were concerns that the cohorts were too granular and could still effectively denanonymize users. There's some research indicating that this was the case - FLoC cohorts revealed more info than they intended to, but also still less than individualized profiles do. The stated goal of FLoC was actually more privacy-focused than the status quo (individualized profiles). Unfortunately, that's not what ended up happening - or at least, the general public didn't trust that it was.