Unified learning for groups, called FLoC, was launched. Google offers its idea of replacing third-party cookies available as the Developer Origin experience in Chrome. Google is interested in and in the new web technology, because with FLoC it is also possible to protect user privacy and give advertisers a tool for enduring business models. However, the method has not yet been met with much enthusiasm everywhere.
After users receive cookies increasingly poorly, and browser providers such as Apple and Mozilla block them, Google has also announced that it wants to block third-party cookies. First, however, a replacement had to be found and this is now entering the first testing phase. FLoC is part of Privacy Sandbox, Google’s action package for better data protection and more security with the best possible advertisement.
The identifier comes out “only” – for everyone
Google now explains it in a blog postHow FLoC makes it possible. It was already known that, as the name suggests, groups form in the browser and appropriate ads are shown instead of personalized ads based on profiles. Google identifies groups by similarities in their browsing history. If users miss the more targeted ad, they can still log into websites and share their data with the provider.
Browser history is not passed on to Google by FLoC. The decision about the cohort to which an individual belongs is made in the browser itself. The template ID is shown to all site operators to serve ads based on it. Chrome won’t create groups in sensitive areas – including medical, political, and religious topics – or treat them differently. How does the browser make these decisions in one Read published papers separately. It’s about avoiding potential discrimination.
There are no tests in Europe
A small percentage of users from Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the Philippines, and the United States are initially used as test people. So Europe is not included yet – this is no coincidence. Local data protection and other laws make FLoC’s admissibility at least not yet secure. Anyone who previously blocked third-party cookies in Chrome in participating countries is also excluded from testing. Google does not provide an explanation as to why we request third-party cookies
Especially those The Electronic Electronic Frontier Foundation (EFF), a US nongovernmental organization, has harshly criticized Google’s progress. On the other hand, activists consider FLoC to be essentially a “terrible idea” because it mainly helps Google itself. On the other hand, they are now also criticizing the test without informing the test subjects that they are being tested. They don’t target FLoC’s third-party tracking blockers – this means they can block third-party cookies, but not Google’s tests. Anyone who has activated Chromes sync functions thereby enabling their browsing history Google offers this including ID.