FLoC stands for Federated Learning of Cohorts. FLoC is a new piece of Web Technology introduced by Google that will replace third-party cookies. Targeted advertisement has been badly affected by the wave of privacy over the internet. Almost all browsers block third-party cookies by default. Cookies are used to track users over the internet. A Cookie can follow you around the internet and can track each site you visit on the internet.
Google owns the biggest advertisement platform and also tracks almost everyone on the internet. Google uses cookies to target ads and get more clicks for its clients. In order to replace cookies, Google announced FLoC which is a new way of tracking users over the internet but with added privacy layer. FLoC will help google shift from targeted advertising to interest-based advertising.
In FLoC a Cohort corresponds to a group of people with similar interests. With FLoC, your browser will determine which cohort corresponds to your browsing history and add you to that cohort. When a site requests data the identification number of the cohort is the only thing provided. Google also said that Chrome will not create groups that it deem sensitive, like political, religious, and other groups.
FLoC will initially be tested in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the Philippines, and the U.S. Google will then expand to other parts of the world. If you already block third-party cookies you won’t be included in the test.
Be First to Comment