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The EFF on FLoC, Google's plan for browsers to aggregate your browsing habits and make them public for ad-personalization: eff.org/deeplinks/2021/03/goog. Short summary: it's a bad idea and if you care about privacy you should switch to a non-Chrome browser.

Technical summary: it's based on k-anonymity (en.wikipedia.org/wiki/K-anonym), known as inadequate at protecting individual privacy in social networks (doi.org/10.1109/CASoN.2010.139). If you use Chrome, assume all bad guys on the web can see all your browsing.

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