Are You Ready To Join A Cohort? Google Releases FLoC

Are You Ready To Join A Cohort? Google Releases FLoC

With Mozilla’s Total Cookie Security and DuckDooGoo’s additional privacy protection, we’re waiting to see how Google responds to calls for more privacy while browsing.

Some Internet users do not like the idea of ​​collecting and using their data. Conversely, advertisers rely on information from third parties to deliver personalized advertisements to viewers to increase their chances of conversion.

Privacy and personalization.

How is Google going to balance the two?

In January 2021, Susan Venograd discussed the Federated Leaning of Cohorts, or ‘FLoC,’ which is Google’s latest technology to change cookie collection on Chrome and is part of its privacy sandbox initiative.

“FLoC is a new way of interest-based advertising that both improves privacy and gives publishers the tools they need for a viable advertising model.”

Today, it is released in the wild.

Or at least a test of it.

The cookie option will be made available to a small percentage of users in the US, Australia, New Zealand, the Philippines, Mexico, Japan, India, Indonesia, Canada and Brazil with global expansion plans.

Users in these countries who wish to participate in the trial must unblock third-party cookies in Chrome if they have previously set it.

Anyone who does not want to join can opt-out using their Chrome settings from April.

FLoC Privacy Protection

Google talks about FLoC

Instead of advertising to individuals, publishers would advertise for cohorts, a group of Internet surfers sharing similar browsing history.


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As Internet users continue to move about online, their cohort will change depending on their activities.

How is this different to the previous process?

Instead of publishers being able to ‘follow’ people to jump from website to website, a person’s browser history is with FLoC and not shared with anyone, not even Google.

The tool should bring a bit more balance, as Google’s advertising products are used at the same level, including everyone.

Cohort qualification

A platoon Will not done If it includes a history of visiting sites with sensitive topics at a high rate, then be eligible to be advertised.

This applies to websites that publishers were already prohibited from using as part of personal advertising.


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Therefore, colleagues visiting regular websites, who fall into the following categories, will not be eligible for use by publishers:

  • Personal distress.
  • Identity and trust.
  • Sexual interest.
  • Access to opportunities.

Google launches privacy sandbox website

Google has also started a website informing about its privacy initiatives to provide peace of mind to service users.

Current initiatives include:

  • Stopping tracking while browsing the Internet.
  • Protection of the open web.
  • Helping publishers build sites that respect users’ privacy.


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If you are a publisher, advertiser, developer, or part of an advertising technology company, you are invited to contribute to the discussion.

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

The full announcement can be found here.
Go to Google’s privacy sandbox website.