> As privacy and data ethics advocates warned, companies are starting to combine FLoC IDs with existing identifiable profile information, linking unique insights about people’s digital travels to what they already know about them, even before third-party cookie tracking could have revealed it.
and
> Advertising companies are already strategically gathering FLoC IDs and linking them to identifiable data or analyzing them in an attempt to uncover information about people that may not have been known before, mimicking how they have parsed what third-party cookies told them about people’s behaviors.
More like "New thing works exactly as .... advertized"
There is a fundamental tension between me wanting to walk around the world as a free human individuum and a large group of people who for some reason or another want to know exactly what kind of fart I prefer so that they may match me with the correct kind of fart-cushion so that I might buy it.
The idea that I might not want to have a fart cusion in the first place, and If I fancied the idea of getting one, I might go to the fart cusion store to find the perfect fart cushion does not seem to occur to these people - I am sure technically they have thought of the possibility, but they do not respect me or my boundaries.
What this "new thing" does, is manage my suspected fart-cusion preferences inside my browser, instead of some "cloud" to then tell fart-cusion-selling-enthusiasts that indeed, I might be one of these people with an interest in fart-cusions.
This "new thing" doesn't change anything about the fundamental issue that my thoughts and aspirations as a fart enthusiast are not the business of any moron who want's to market their newest fart-cushion invention to me.
Don't forget that there are people who want to find out if you are a fart enthusiast, so they can then use that to coerce you into "playing ball" with them.
Sort of the digital equivalent of the "$5 wrench[0]." Social media and adtech have been a freaking goldmine for spies.
"New thing not perfect!"