[$] A replacement for third-party cookies?

The era of tracking users all across the web using third-partycookies is coming to a close; that type of cookie issomething of a zombie at this point. All of the major browsers, saveone, are blocking third-party cookies by default and the holdout, GoogleChrome, plans to make that change next year. But Google, which has abusiness model built around advertising that benefits greatly from thestatus quo, has offered up an alternative scheme to "replace" third-partycookies. The Federated Learning ofCohorts (FLoC) is an in-browser mechanism to pigeonhole users in a waythat will be useful to advertisers, but the only reason the idea has anytraction at all is because it is being implemented in Chrome-the dominantbrowser today.