Are you ready to join a cohort? Google launches FLoC

With full cookie protection from Mozilla and additional privacy protections from DuckDuckGo, we’re waiting to see how Google responds to calls for more privacy while browsing.

Some Internet users do not like the idea that their data is collected and used. In contrast, advertisers rely on third-party information to serve personalized ads to an audience to increase the likelihood of conversion.

Confidentiality and personalization.

How is Google going to balance the two?

In January 2021, Susan Wenograd discussed Federated Leaning of Cohorts, or “ FLoC, ” Google’s latest technology to replace cookie collection on Chrome and as part of its Privacy Sandbox initiative.

“FLoC is a new approach to interest-based advertising that both improves privacy and gives publishers a tool they need for viable advertising business models.”

Today he is released back into the wild.

Or at least a try of it.

The alternative to cookies will be made available to a small percentage of users in the United States, Australia, New Zealand, the Philippines, Mexico, Japan, India, Indonesia, Canada and the United States. Brazil, with plans for global expansion.

Users in these countries who wish to participate in the trial will need to unblock third-party cookies in Chrome if they have already configured it.

Anyone who doesn’t want to be involved can unsubscribe from April using their Chrome settings.

FLoC privacy protections

Instead of advertising to individuals, publishers will advertise to Cohorts, a group of Internet users who share similar browsing histories.

As internet users continue to move online, their cohort will change based on their activities.

How is this different from the previous process?

Instead of publishers being able to “ follow ” people as they move from website to website, a person’s browser history is held by FLoC and not shared with anyone, not even Google. .

The tool should bring a bit more balance, as everyone, including Google’s ad products, has the same level of access.

Cohort eligibility

A cohort Will not do be eligible to be advertised if it includes a history of visits to sites with high rate sensitive topics.

This appears to apply to websites that publishers were already banned from using for personalized advertising.

Therefore, cohorts regularly visiting websites that fall into the following categories will not be eligible for publisher access:

• Personal difficulties.
• Identity and belief.
• Sexual interest.
• Access to opportunities.

Google launches Privacy Sandbox website

Google has also launched a website offering information on the initiatives it is looking for to give service users peace of mind about their privacy.

Current initiatives include:

• Prevent tracking while browsing the Internet.
• Keep the web open.
• Help publishers create sites that respect user privacy.

If you are a publisher, advertiser, developer, or member of an ad technology company, you are welcome to contribute to the discussion.

Despite the launch, FLoC is still in development and may evolve based on user experience and feedback.

The full announcement can be found here.
Visit the Google Privacy Sandbox website here.