Looks like our big-brother friends at Google are creating a new invasive tracking technology. Beginning with Chrome version 89 Google has added a feature that will generate a unique identifier that will be sent with every web page request, when it is enabled. This new identifier is called Federated Learning of Cohorts (“FLoC”) and they are currently beta-testing it in 0.5% of browser installs in select regions and includes the US. It’s so invasive that even if a user has cookies disabled or are using an ad blocking plug-in your browsing activities can be track and associated with your Google Chrome installation.
If you don’t want the virtual white van following you around the Internet, I’d recommend moving to an alternate browser such as Firefox or the New Edge from Microsoft which is based on Chromium, the same as Google Chrome.