Millions of people are already part of a global experiment to eradicate cookies once and for all. Since last month, Google has been trialling new browser-based tech in Chrome that could upend the global advertising industry. Most people involved in the trial probably don’t even realize it—but as the project gathers pace, critical voices are raising the alarm.
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Regulators in Germany, France, and Belgium are all scrutinizing Google’s proposals. At the same time, some of the world’s biggest websites have decided to skip Google’s trials entirely, with a number of companies developing ways for people to dodge the system.
The system, known as Federated Learning of Cohorts (FLoC), is part of Google’s
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