Not to mention that this only really makes it more difficult for businesses who haven't already infected the web with things like social media buttons, widgets, or analytics scripts.
Neither Facebook nor Google require third party cookies to function, and I doubt FLoC would make any difference when they can already slurp up so much data that is voluntarily provided by other people without your consent (your address book, for example). Google even goes one step further by connecting your Google account directly to the browser, but there's also a reason why your Facebook login will never expire unless you force it to.
This whole thing feels like paying lip-service to privacy to keep people distracted from the reality that a cadre of 90s/00s tech giants have essentially usurped the web.
Most people on the internet use a web browser developed by a search engine company that evolved into a faceless advertising giant, after all.
Facebook ads and Google ads do not need third party cookies ?
How are they serving contextual ads if they don't know what you are doing on different websites if the myriad of trackers they offer to content websites do not track you by third party cookies ?
there are several ways. ETags for one, another is to have all the various sites that use an ad network to send the relevant visitor fingerprint data to a central broker that correlates the information and attempts to determine that entity A and entity B are really the same person because a bunch of attributes match.
Neither Facebook nor Google require third party cookies to function, and I doubt FLoC would make any difference when they can already slurp up so much data that is voluntarily provided by other people without your consent (your address book, for example). Google even goes one step further by connecting your Google account directly to the browser, but there's also a reason why your Facebook login will never expire unless you force it to.
This whole thing feels like paying lip-service to privacy to keep people distracted from the reality that a cadre of 90s/00s tech giants have essentially usurped the web.
Most people on the internet use a web browser developed by a search engine company that evolved into a faceless advertising giant, after all.