FLoC was Chrome’s initial privacy-preserving proposal to allow companies to show relevant ads to people based on their web browsing activity, without revealing specific sites they visited to any external parties including Google. Chrome experimented with FLoC in 2021 and received valuable feedback from regulators, privacy advocates, developers and industry. The new Topics API proposal addresses the same general use case as FLoC, but takes a different approach intended to address the feedback received for FLoC. Chrome intends to experiment with the Topics API and is no longer developing FLoC.