What the FLoC? Browser makers queue up to decry Google's latest ad-targeting initiative as invasive tracking

What the FLoC? Browser makers queue up to decry Google's latest ad-targeting initiative as invasive tracking

Google's FLoC (Federated Learning of Cohorts) mechanism for ad personalisation, currently being trialled in the Chrome browser, has been rejected as privacy-invasive tracking by other browser makers including Vivaldi and Brave.


FLoC is part of what Google calls the Privacy Sandbox initiative, a proposal to "support business models that fund the open web in the absence of tracking mechanisms like third-party cookies," according to Chrome engineering director Justin Schuh and product manager Marshall Vale.

Third-party cookies are widely used (or abused) for tracking users across the web, and are increasingly likely to be blocked. Google is determined to preserve its ability to target and personalise advertising and claims the Privacy Sandbox APIs "enable use cases such as ad selection and conversion measurement, without revealing individual private ..

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