Whereas third-party cookies track individual user activity across the web, FLoC proposes a more privacy-centric approach wherein users are grouped together (in ‘cohorts’) based on similar interests and behaviors. Microsoft-owned hosting platform GitHub and Mozilla Firefox have also announced they will be blocking the technology.Īt a time when marketers are looking for simple answers to the increasingly complex question of how to target online audiences effectively, what does it all mean? What’s all the FLoCing noise about? Understanding the basics of Google FLoC It proposes a new method of gathering user data for targeted advertising purposes. FLoC is Google’s answer to the impending death of the third-party cookie.
Players from across the board are joining DuckDuckGo and the likes in rejection of Google’s Federated Learning of Cohorts API (FLoC). What has been surprising, however, is that the trend is growing.
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