What Is Google's FLoC Technology?

About two weeks ago, millions of Google Chrome users were signed up for an experiment they never agreed to be a part of. Google had just launched a test run for Federated Learning of Cohorts—or FLoC–a new kind of ad-targeting tech meant to be less invasive than the average cookie. In a blog post announcing the trial, the company noted that it would only impact a “small percentage” of random users across ten different countries, including the US, Mexico, and Canada, with plans to expand globally as the trials run on.