Google’s FLoC Is a Terrible Idea

This captures my feelings on the issue:

> That framing is based on a false premise that we have to choose between “old tracking” and “new tracking.” It’s not either-or. Instead of re-inventing the tracking wheel, we should imagine a better world without the myriad problems of targeted ads.

I don't want to be tracked. I never have wanted to be tracked. I shouldn't have to aggressively opt-out of tracking; it should be a service one must opt-in to receive. And it's not something we can trust industry to correct properly. This is precisely the role that privacy-protecting legislation should be undertaking.

Stop spying on us, please.

It seems like FLoC could make it easier to opt out centrally rather than going through a mess of specific (dis)approvals for the specific trackers on every site. Maybe it could even be a good place for a dial - "I'll expose a 4-bit cohort, but nothing more specific."

It also seems like FLoC could make it more politically viable to crack down non-consensual tracking. Publishers wouldn't be able to say "we have no choice but to deal with this [third party tracker] scum" but could continue to gate content by subscription or (consensual) FLoC as necessary for their business model.

Pushing publishing and advertising towards proactive consent about targeting puts them into a dialog with the market about what's ok, instead of letting them hide behind a bunch of shifting tracker businesses.