Items tagged with floc

by Paul Lilly - Tue, Jan 25, 2022

Google Flushes Controversial FLoC In Favor Of Topics API To Replace Third-Party Cookies

After more than a year of testing, Google is abandoning plans to replace support for third-party tracking cookies with the "Federated Learning of Cohorts," otherwise known as FLoC, basically an algorithm that sorts people into groups with others who have similar browsing habits. Google isn't embracing third-party... Read more...

by Nathan Ord - Tue, Jun 15, 2021

Amazon Joins The FLoC-Block To Stop Google Data Collection Across Its Websites

Google’s Federated Learning of Cohorts (FLoC) is the company’s attempt to improve privacy around the web by replacing third-party cookies that dominate user tracking. In recent weeks, the FLoC has received quite a bit of scrutiny from WordPress and other organizations. It seems Amazon is the latest to join the... Read more...

by Paul Lilly - Tue, Jun 01, 2021

Google's Next-Gen FLoC Tracking Is Coming To Chrome And Here's How To Disable It

Big corporations seem to always think they know what is best for consumers, and often jam policies down their throats whether they want them or not. Case in point, Google is moving away from traditional tracking cookies in its Chrome browser to a system called Federated Learning of Cohorts, or FLoC, which has drawn... Read more...

by Paul Lilly - Mon, Apr 19, 2021

WordPress Sees Google's Controversial FLoC Browser Cookie Replacement As A Security Threat

Google is on a mission to crumble the third-party cookie infrastructure that the web is largely based on, as it relates to lucrative targeted advertising efforts, and rebuild things with an initiative called FLoC, or Federated Learning of Cohorts. Not without controversy, Google's FLoC ad-tracking has drawn an... Read more...

by Nathan Ord - Wed, Mar 31, 2021

Google FLoC Internet Cookie Replacement Begins Global Trial, Here's What You Need To Know

Earlier this year, Google announced the Federated Learning of Cohorts, or FLoC, which would improve user privacy around the web. While this has led to some scrutiny, such as a Department of Justice antitrust probe, it will hopefully bring a safe and responsible end to third-party cookies. The technology is now rolling... Read more...

by Paul Lilly - Thu, Mar 18, 2021

Google's Next-Gen FLoC Ad Tracking Tech Draws U.S. Antitrust Probe

Google could potentially face an antitrust lawsuit if the United States Depart of Justice ultimately determines its pivot away from supporting third-party tracking cookies gives it an unfair advantage in the lucrative online advertising space. Nothing has been determined either way, but there is apparently a probe... Read more...

by Brandon Hill - Wed, Mar 03, 2021

Google Clarifies How Privacy-First FLoC Alternative To Web Cookie Tracking Will Work

Back in January, Google gave us an early taste of what it is calling Federated Learning of Cohorts or FLoC. With the tech industry -- led by players like Apple -- moving more towards a privacy-centric approach to handling customer data and internet surfing habits, change was bound to happen. Instead of... Read more...

by Nathan Ord - Mon, Jan 25, 2021

What Is A FloC, And How Will Google Use It To Replace Third-Party Tracking Cookies?

Cookies of the edible kind are delicious and comforting, whereas cookies of the technological kind can save, store, and track data in web browsers across browsing sessions. Companies can use them for good or bad things depending on the implementation from a website, like Twitter, Facebook, or others. When it comes to... Read more...