[zeusflight]

This is what Brave team says about FLoC vs 3rd party cookies [1]:

> Google says FLoC is privacy preserving compared to sending third-party cookies. But this is a misleading baseline to compare against. Many browsers don’t send third-party cookies at all; Brave hasn’t ever. Saying a new Chrome feature is privacy-improving only when compared to status-quo Chrome (the most privacy-harming popular browser on the market), is misleading, self-serving, and a further reason for users to run away from Chrome.

Most regular users wont install a blocker. But most other browsers block 3rd party cookies by default. Meaning, Chrome's market share will be the only reason FLoC will ever succeed. On top of that Chrome is known to shift the goal posts for blockers. You shouldn't be surprised if FLoC cannot be blocked on Chrome in the future.

[1] https://brave.com/why-brave-disables-floc/

[billytetrud]

That sounds disingenuous. Most browsers do not block cookies by default. Cookies are a critical piece of the web. Chrome doesn't, Firefox doesn't, and ie/edge don't. Sounds more like Brave is giving themselves a pat on the back.