So, it came up with FLoC - a method for browsers to enable interest-based advertising. Google has been looking at ways for advertisers to continue targeting users once third-party cookies are gone. So what exactly is Google FLoC and how does it work? Here’s a primer. One of the Sandbox proposals relevant for ad buyers is FLoC. It aims to give advertisers the ability to deliver, target and measure campaigns without the use of third-party cookies in Chrome. Privacy Sandbox is a proposed set of web browser APIs designed to protect user privacy while delivering efficiency and value to advertisers. In March 2021, the tech giant announced that it is rolling out a developer trial of FLoC as part of the Privacy Sandbox initiative. Google joined the likes of Safari and Firefox in blocking third-party cookies on its Chrome web browser. To refresh your memory, Google announced that it will phase out third-party tracking cookies by 2022. Google FloC is the latest, privacy-preserving alternative put forward by the tech giant in place of third-party cookies. Google recently began testing Federated Learning of Cohorts (FLoC) – an experimental tracking feature. Through Topics, the Chrome browser will curate a user’s top interests in a week based on their browsing history. In January 2022, Google has come up with this new system for interest-based advertising. Update: Google has proposed to replace the Federated Learning of Cohorts (FLoC) with a new alternative called “Topics” to phase out third-party cookies.
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