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To generate relevant ads, FLoC technology collects data based on the behavior of user groups.
Google has released a trial version of its new Federated Learning of Cohorts (FLoC) technology to developers that may replace third-party cookies in the future. Unlike cookies, which track the browsing history of each individual user, FLoC collects data based on the behavior of groups of users (so-called cohorts) to generate relevant ads.
“With FLoC, your browser determines which cohort matches your most recent browsing history, and adds you to a group of thousands of other people with the same browsing history. Only a cohort identification number is provided for a site request. This approach differs from third-party cookies, which allow the company to track you individually on each site, ”explained Marshall Vale, director of products for Google's private sandbox.
The trial version is currently only available to a small number of users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the United States and the Philippines.
FLoC is part of Google's plan to eliminate third-party cookies in the Chrome browser and to end the practice of selling ads based on individual Internet activity. Advertising sales are the backbone of the Google empire and the subject of a number of antitrust charges.
Earlier this month, Texas Attorney General Ken Paxton updated a lawsuit filed against the company by his 15-state group. According to the lawsuit, the implementation of FLoC does not solve the problem that is the basis of the lawsuit. According to the plaintiffs, the new technology is aimed not only at strengthening the protection of users' personal data, but also at strengthening Google's position in the market.
Google has released a trial version of its new Federated Learning of Cohorts (FLoC) technology to developers that may replace third-party cookies in the future. Unlike cookies, which track the browsing history of each individual user, FLoC collects data based on the behavior of groups of users (so-called cohorts) to generate relevant ads.
“With FLoC, your browser determines which cohort matches your most recent browsing history, and adds you to a group of thousands of other people with the same browsing history. Only a cohort identification number is provided for a site request. This approach differs from third-party cookies, which allow the company to track you individually on each site, ”explained Marshall Vale, director of products for Google's private sandbox.
The trial version is currently only available to a small number of users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the United States and the Philippines.
FLoC is part of Google's plan to eliminate third-party cookies in the Chrome browser and to end the practice of selling ads based on individual Internet activity. Advertising sales are the backbone of the Google empire and the subject of a number of antitrust charges.
Earlier this month, Texas Attorney General Ken Paxton updated a lawsuit filed against the company by his 15-state group. According to the lawsuit, the implementation of FLoC does not solve the problem that is the basis of the lawsuit. According to the plaintiffs, the new technology is aimed not only at strengthening the protection of users' personal data, but also at strengthening Google's position in the market.
