The current issue of retail, the Austrian trade association's official journal, deals with, among other things, the plan of company group Alphabet (which includes Google) to prevent the use of third-party cookies in its Chrome browser as of 2023. In doing so, the company group intends to improve its public image in relation to data protection. This shall be realized under the so-called Privacy Sandbox initiative by using a newly developed mechanism, the Federated Learning of Cohorts (FLoC). FLoC aims to replace the creation of individual profiles of web users for tracking purposes with a generalized approach. In the article, Arthur Stadler and Tamino Chochola answer the question whether the company group's plan will enhance users' privacy as advertised. You can find the entire article here. (German language only)
