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Copy Google has decided to let the initial test of its FLoC ad technology conclude in a few days to work on improvements – though it isn't inclined to share feedback from test participants. Privacy advocates would prefer if the online ad giant provided more insight into the test results, since Google's ongoing ad infrastructure rewrite affects every internet business and internet user, not to mention the digital ad industry generating $350bn annually. FLoC stands for Federated Learning of Cohorts and promises a way to divide browser users into interest groups so they can be presented with i...

  Major browsers have rejected Google's new proposal for creating targeted ads, saying that they fear the system could put users' privacy at risk. In early April, Google announced it would move forward with a plan to abandon third-party cookies to utilize a new method, called FLoC, to collect user data in aggregate to assist in targeting ads. Google also began secretly opting in an unknown amount of users to the beta test without ever asking for their consent. Other browsers have begun speaking out against Google's FLoC. Many have now gone on record stating that they would not implement the...

Nobody wants anything to do with Google's new tracking mechanism FLoC 2021/04/13 2021/04/19 Google is about to shake up the status quo on tracking with its newly proposed browser-based Federated Learning of Cohorts (FLoC) tracking mechanism, which it introduced as a replacement for the outgoing third-party cookies the advertisement industry still heavily relies on. But many privacy advocates like the EFF (Electronic Frontier Foundation) and search engine DuckDuckGo think FLoC could turn out to be even worse and more invasive than third-party cookies, and most browser makers were fast to joi...

Reinventing web advertising tech at a time of heightened privacy concern proves difficult Share Copy Analysis With Google testing its FLoC ad technology in preparation for the planned elimination of third-party cookies next year, uncertainty about potential problems and growing legal support for privacy is shaking up the digital ad industry. The move away from third-party cookies will have significant financial impact on the ad industry, and the internet ecosystem that depends on advertising – assuming you accept studies that credit third-party cookies with meaningful [PDF] rather t...

Illustration by James Bareham / The Verge Google is going it alone with its proposed advertising technology to replace third-party cookies. Every major browser that uses the open source Chromium project has declined to use it, and it’s unclear what that will mean for the future of advertising on the web. A couple of weeks ago, Google announced it was beginning to test a new ad technology inside Google Chrome called the Federated Learning of Cohorts, or FLoC. It uses an algorithm to look at your browser history and place you in a group of people with similar browsing histories so that adver...