Per , , and , Google Chrome is no longer safe to use. Google has silently been testing out their replacement for third party cookies - and they've been testing it on you - for who knows how long. They are publicly proposing this successor, because now they know it is a viable alternative.
Per : "The problem with FLoC isn’t the process, it’s the product. FLoC would use Chrome users’ browsing history to do clustering. At a high level, it will study browsing patterns and generate groups of similar users, then assign each user to a group (called a “flock”). At the end of the process, each browser will receive a “flock name” which identifies it as a certain kind of web user. In Google’s proposal, users would then share their flock name, as an HTTP header, with everyone they interact with on the web.
This is, in a word, bad for privacy. A flock name would essentially be a behavioral credit score: a tattoo on your digital forehead that gives a succinct summary of who you are, what you like, where you go, what you buy, and with whom you associate. The flock names will likely be inscrutable to users, but could reveal incredibly sensitive information to third parties. Trackers will be able to use that information however they want, including to augment their own behind-the-scenes profiles of users."
In short, Google is tagging Chrome browser users with multiple classifications, and then injects those classifications into web requests so that website operators know who the visitor is, what their interests are, where they live, etc.