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Google's FLoC Is a Privacy-Centric Alternative to Ad Cookies: Here's How It Works FOLLOW US ON: Mountain View, California-based giant Google is working on a new machine learning algorithm that aims to replace tracking cookies with privacy-focused alternatives. Google is calling the system Federated Learning of Cohorts (FLoC), and will allow businesses to send ads to groups of potential customers rather than specific individuals. The system uses on-device machine learning algorithms to create clusters of people with similar browsing habits. All the data analysed by the algorithms is kept priva...

Google unveils privacy-friendly AI cookie killer The method targets ads at groups to avoid tracking individuals Google Shares Third-party cookies might have a tasty name, but they can be pretty poisonous when they’re quietly tracking your online behavior. A new Google machine learning initiative aims to replace the rancid cookies with a privacy-first alternative. The search giant calls the system Federated Learning of Cohorts (FLoC). FLoC (pronounced “flock”) allows businesses to send ads to groups of potenti...

SHARE Google LLC today said that it will soon begin publicly testing Federated Learning of Cohorts, a machine learning technology it believes could help the online advertising industry move away from using third-party cookies to track users.  Third-party cookies are a commonly used type of cookie that advertisers rely on to track what websites users visit and target them with personalized ads. Earlier this month, Google said that it plans to phase them out in Chrome within two years. The announcement followed similar moves from other browser makers aimed at giving users more control over how...