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Daily Dashboard | EFF scrutinizes Google's planned FLoC scheme Related reading: Notes from the IAPP, April 9, 2021

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Electronic Frontier Foundation Staff Technologist Bennett Cyphers wrote a blog post analyzing Google's shift away from third-party cookies to Federated Learning Cohorts. Cyphers noted "no one should mourn" cookies' demise but also made clear the FLoC scheme is one in a potential line of "misguided attempts to reinvent behavioral targeting." Cyphers added, "(The EFF implores) Google to abandon FLoC and redirect its effort towards building a truly user-friendly web." Editor's note: Cyphers recently spoke with IAPP Staff Writer Joe Duball on the state of advertising technology privacy.
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