In order to prevent user tracking, browser developers are restricting third-party cookies. In light of this, advertising companies, the primary beneficiaries of third-party cookies, have proposed different programming APIs that advertisers can use for interest-based advertising.
These new interest-based advertising technologies include Google’s FLoC, Microsoft’s PARAKEET, and Facebook’s Conversion Lift. After the removal of third-party cookies, these technologies are expected to be unable to track users by linking data between iframe and its embedder.
To prevent the technologies from tracking users, Google will add a new form of embedded iframe, called a “fenced frame.” The “Fenced Frame” isolates the embedded content and also ensures that the technologies cannot view the user data of the embedding page. Simply put, the “Fenced Frame” feature ensures that two pages do not share user data, thereby preventing user tracking or other privacy threats.
For more information, read the original story in Bleeping Computer