Google have decided to drop the troublesome FLoC, something we had been expecting since last Summer. Instead, Google are going for yet another proprietary form of profiling/targeting baked into their Chrome browser.
It looks like it may do a better job of solving the GDPR issues that were preventing EU testing, but it won’t do much to calm concerns of Google extending their monopoly. I don’t believe a solution should be baked into one platform, so it will be interesting to see how other publishers and ad tech providers move forwards.
