Google’s FLoC Is a Terrible Idea

Why do we need user tracking at all. Advertisers can operate based on the sites that are relevant. For example let’s say a magazine website cpumagazine.com is popular. Advertisers for computer parts, computer services etc can pay to be ads on this site.

The point is the individual user doesn’t need to be tracked for advertising to work.

It’s a false choice thinking we need 3rd party cookies or a. special browser based UUID ad profile.

The truth is we don’t need either and advertising can still be effective.

What you're describing used to be called contextual advertising which worked perfectly fine based on the content of the page user views.

It just wasn't bringing all the excess profits that advertising corporations wanted. So, enter the fingerprinting and tracking. Like a stalker following you around the web, gathering data on what you are and what you might want to buy.