Google Launches FLoC Trial: New Approach to Tracking, Emphasizing Community Over Individualism

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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

Frequently Asked Questions

What is Federated Learning of Cohorts (FLoC) and its purpose?

Federated Learning of Cohorts (FLoC) is a new solution by Google designed to replace third-party cookies, enhancing user privacy while allowing targeted advertising based on user groups with similar browsing habits.

How does FLoC collect data without tracking individuals?

FLoC collects data by analyzing user behavior in groups, or cohorts, rather than tracking individual users. This process happens on the device, ensuring that only cohort data is sent to Google's servers.

Which countries are currently testing Google's FLoC solution?

The trial for Google's Federated Learning of Cohorts (FLoC) is currently being conducted among select Chrome users in countries including Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, the Philippines, and the United States.

What concerns have been raised regarding the FLoC system?

Concerns regarding FLoC include potential antitrust issues and the concentration of ad data and revenue within Google, prompting a petition from Texas and 15 other states to the US Department of Justice for further investigation.

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