What is Google Chrome FLoC?

FLoC is Google’s current solution for ad targeting in the absence of third-party cookies, and it stands for Federated Learning of Cohorts. It works by keeping browsing data within a user’s browser and creating anonymized cohorts that advertisers can target.

How is Google replacing cookies?

The web giant first announced its Privacy Sandbox initiative in 2019 and the following year it revealed a 2022 implementation date. As part of the sweeping changes, Google will effectively replace individual user tracking with group-based ad targeting.

How do I stop websites from tracking me?

Turn “Do Not Track” on or off

1. On your computer, open Chrome.
2. At the top right, click More. Settings.
3. Click Privacy and security. Cookies and other site data.
4. Turn Send a “Do not track” request with your browsing traffic on or off.

Is FLoC bad for privacy?

Bennett Cyphers of the Electronic Frontier Foundation admits the need to do away with cookies, but calls FLoC a “terrible idea” that’s just as bad. “The technology will avoid the privacy risks of third-party cookies, but it will create new ones in the process,” writes Cyphers.

Why you should never use Google Chrome?

Google’s Chrome browser is a privacy nightmare in itself, because all you activity within the browser can then be linked to your Google account. If Google controls your browser, your search engine, and has tracking scripts on the sites you visit, they hold the power to track you from multiple angles.

What is floc and how does it work?

FLoC is the newest user tracking and advertising model introduced as part of Google’s Privacy Sandbox initiative. Its central feature is its – claimed – ability to ensure user privacy, continuing to provide interest-based advertising.

Is your identity protected by Google Chrome’s flocs?

Since Chrome will never assign a user to a small cohort (Google has proposed that it will wait until there are “thousands” in a group), your identity as an animal-loving coal roller is theoretically protected. Chrome itself isn’t assigning any content labels to these FloCs; Google is leaving that to the ad tech industry to figure out.

Is floc better than third-party cookies?

If nothing else, there’s one big thing to take away from all this: FLoC is a hell of a lot better than the current status of third-party cookies that directly identify you anywhere you go on the web. But “better than the worst” is a low bar, and it’s hard to know yet whether FLoC just clears it or vaults way over it.

Will Google’s privacy wall encourage ad tech companies to adopt floc?

The basic argument from the Chrome team is that erecting a so-called “privacy wall” will entice legitimate ad tech companies into succumbing to the temptation of fingerprinting. Google is hoping that ad tech companies will adopt FLoC as an alternative.