What is FLoC?

by | Jun 24, 2021

Third-Party Cookies and Advertising

Advertising is beneficial because it allows internet users access to a variety of websites and important tools. However, users are concerned about keeping their data and information private when it comes to digital advertising. With this user experience in mind, Chrome is starting to remove third-party cookies and introduce a system that will benefit advertisers while also maintaining people’s privacy.

Federated Learning of Cohorts

FLoC (Federated Learning of Cohorts) outlines a new way to make sure that these goals are achieved with everyone’s best interest in mind. This is done by grouping people together based on interests and web activity while hiding individual web history. It has been found that FLoC can be a substitute for third-party cookies, and produce 95% of the conversions that third-party cookies do. With more development and testing this number will only increase and allow for advertisers to find success. Chrome is continuing to run more tests using FLoC and hopes to use the cohorts sometime soon this year. 

The Future of Internet Privacy and Advertising

Chrome invites ad exchanges, platforms, and advertisers to help contribute to the process to make sure the new method is successful and meets their needs. They welcome all input and believe with the help of industry leaders they can achieve a system that functions well for all. Conversions will be monitored while still protecting users through aggregating information and limiting the amount of data exchanged between APIs and your devices. Chrome continues to tweak a program that will help mask IP addresses in preparation for FLoC and other programs they continue to test. Google feels confident that the Privacy Sandbox technologies will help innovate the future of the internet and the safety of its users. Their goal remains to protect users while allowing the advertising industry to continue to thrive.

 

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