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Home / Technology / Are you ready to join a cohort? Google launches FLoC

Are you ready to join a cohort? Google launches FLoC



With Mozilla’s Total Cookie Protection and DuckDuckGo’s extra privacy, we’ve been waiting to see how Google responds to conversations about more privacy while browsing.

Some internet users do not like the idea of ​​having their data collected and used. On the other hand, advertisers rely on third-party information to show personalized ads to an audience to increase the likelihood of conversion.

Privacy and personalization.

How should Google balance the two?

Google comments on third-party tools

In January 2021, Susan Wenograd discussed Federated Leaning of Cohorts, or ‘FLoC’, Google’s latest technology to replace cookie collection on Chrome and part of the Privacy Sandbox initiative.

“FLoC is a new approach to interest-based advertising that both improves privacy and gives publishers a tool they need for viable marketing models.”

Today it is released into the wild.

Or at least a trial version of it.

The cookie option will be made available to a small percentage of users in the United States, Australia, New Zealand, the Philippines, Mexico, Japan, India, Indonesia, Canada and Brazil, with global expansion plans.

Users in these countries who wish to participate in the trial period will need to unblock third-party cookies in Chrome if they have previously set this up.

Anyone who does not want to join can opt out of April using the Chrome settings.

FLoCs privacy

Google talks about FLoC

Instead of advertising for individuals, publishers will advertise for cohorts, a group of internet surfers who share similar browser stories.

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As Internet users continue to move online, their cohort will change based on their activities.

How is this different from the previous process?

Instead of publishers being able to ‘follow’ people as they jump from site to site, a person’s browser history is kept by FLoC and not shared with anyone, not even Google.

The tool should provide a little more balance, as everyone, including Google’s advertising products, has the same level of access.

Coal qualification

A vintage will not Be eligible to be advertised to if it includes a story about visiting sites with sensitive topics at high speed.

This seems to apply to sites that publishers had already restricted from using as part of personal advertising.

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Therefore, cohorts who regularly visit websites that fall into the following categories are not eligible for publishers to access:

  • Personal difficulties.
  • Identity and faith.
  • Sexual interest.
  • Access to opportunities.

Google launches Privacy Sandbox Website

Google has also launched a website that provides information about the measures they are looking at to provide service users with security regarding their privacy.

Current measures include:

  • Prevent tracking while browsing the internet.
  • Preserve the open web.
  • Help publishers build websites that respect users’ privacy.

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If you are a publisher, advertiser, developer or part of an advertising company, you are invited to contribute to the discussion.

Despite the launch, FLoC is still in development and can develop based on user experience and feedback.

Full announcement can be found here.
Visit the Google Sandbox Privacy Website here.

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