Amazon is Blocking Google's FLoC

Amazon is blocking Google's controversial cookieless tracking and targeting method. From a report: Most of Amazon's properties including Amazon.com, WholeFoods.com and Zappos.com are preventing Google's tracking system FLoC -- or Federated Learning of Cohorts -- from gathering valuable data reflecting the products people research in Amazon's vast e-commerce universe, according to website code analyzed by Digiday and three technology experts who helped Digiday review the code. As Google's system gathers data about people's web travels to inform how it categorizes them, Amazon's under-the-radar move could not only be a significant blow to Google's mission to guide the future of digital ad tracking after cookies die -- it could give Amazon a leg up in its own efforts to sell advertising across what's left of the open web. Further reading: Nobody is Flying To Join Google's FLoC.

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