Third-party cookies on Chrome are about to be turned off. So does this mean that Google is about to give up on a huge chunk of its ad revenue? Of course not.

Google has a new tracking method in the pipeline called Federated Learning of Cohorts (FLoC). Based on their browsing history, it’s going to lump users into groups that advertisers will be able to buy into. Because this will no longer be done via the creation of user profiles, Google is calling it a ‘privacy first’ solution to browsing across the web.

Here’s a closer look at what has changed, and what it really means for privacy…