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Today, Google begins testing a new solution to replace third-party cookies, aiming to enhance privacy while still effectively supporting targeted advertising. This solution, called Federated Learning of Cohorts (FLoC), will collect data based on groups of users with similar web browsing habits instead of tracking individuals like third-party cookies have done. This trial has commenced for a select few Chrome users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, the Philippines, and the United States.Specifically, the term FLoC includes the word 'cohort.' Cohort refers to a group, a community, a collective. Data about the preferences of each group will be calculated by Google and stored on servers. On your device, whether it's a laptop or a personal phone, Chrome will automatically calculate which cohort you belong to based on your browsing history. This calculation occurs entirely on the device, with no information sent to Google's servers except for which cohort you belong to.Following that, advertising platforms like Tiki and Lazada, along with publishers such as VNExpress, Zing, and Mytour, will utilize cohort data to select the most relevant products and display information to users. The process below will demonstrate this clearly and comprehensively.
FLoC is not without criticism. Texas, along with 15 other states, is filing a petition to the US Department of Justice, arguing that FLoC does not address antitrust issues. They are also investigating Google's new system amid concerns that it will further concentrate ad data and revenue into Google's hands, possibly even more than before.Source: Google
