Updated Mar 04, 2021 | 13:31 IST
While third-party cookies would track individual user behaviour, the FLoC methodology is premised on clustering groups of users together based on particular behavioural variables.
Representational image. | Photo Credit: iStock Images
Key Highlights
The new approach Google is taking towards user-targeting and ad-serving is likely to have huge implications for the digital advertising industry
The technology, presumably, avoids the privacy creep that third-party cookies have long been criticised for
According to the company, latest tests of FloC have already yielded positive results that advertisers can be encouraged by
Google, on Wednesday, sought to reinforce a message to advertisers and users alike, that once the age of the third-party tracking cookie comes to an end, “it will not build alternate identifiers to track individuals as they browse across the web.”