[reissbaker]

If FLoC ends up working — right now it seems to have several deficiencies — that kind of personalized tracking would presumably stop. If your individual purchases can't be linked to your cohort group, you'd only get the interest-based cohort ads, not the follow-you-around-forever-with-your-existing-purchases ads.

I agree with the OP that I like Instagram's personalized ads and have bought many things through them. (FWIW I used to work at IG — on messaging, not on ads — but I felt this way even before I worked there, and I continue to feel this way after leaving.) Everyone else seems to suck at it though and just do the "show me what I bought yesterday" type of advertising, which is far more annoying than just picking a product to advertise at random.

Maybe a working FLoC would be better than the cookie-based ultra "personalized" ads that most companies use? If it stops the annoying persistent yesterday's-shopping-cart around the internet, at least, it would be an improvement.