Google knows that third-party cookies tracking users around the web are on the way out, as even the company itself is planning on phasing out support for them in its own Chrome browser. But the online ad business is only as lucrative as it is due to extensive tracking practices, so Google is looking for an alternative to cookies. Enter FLoC, or Federated Learning of Cohorts. The technology is supposed to make tracking less privacy-invasive by assigning people to random groups with similar interests, instead of following every individual around. But many other companies think that FLoC will still be pretty invasive, and now, even some European regulators are chiming in, voicing their concerns.