FLoC Technology: What’s Behind Google’s Cookie Replacement?

Earlier this month, Google announced the launch of a closed test of FLoC technology. As you know, the full launch of the technology will allow you to refuse the use of third-party cookies.

The first closed testing covered a small audience of a number of countries at once, among them, for example: Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the Philippines and the USA. You can read more about closed testing in the original language , but we will move on to the main known information about replacing cookies from Google.

What is FLOC?

FLoC, or Federated Cohort Learning, is a brand new technology for matching relevant content and ads to each user. The technology allows generalizing users into large groups (cohorts) according to their interests.

The main and main difference from cookies is that FLoC works locally, analyzing the user’s actions in the browser and keeping the history of each user private.

Cohorts are as accurate and even specific as possible, which is why it is Canada Phone Number List much easier for advertisers to set up only relevant ads. However, the accuracy of the cohorts does not allow the identification of each individual user.

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Is it as effective as the traditional method?

As with every update and innovation, users were skeptical at first about FLoC, fearing a loss of effectiveness. However, after conducting preliminary research, it became clear that advertisers can expect at least 95% of the conversions that they could get using the traditional method.
In general, despite the fact that the launch of closed testing was quite recent, thanks to the preliminary research, you can not be afraid of loss of efficiency after the rejection of cookies and are more willing to wait for the launch of the technology.

When can testing and launch of the technology be expected in Europe?


At the moment, European countries have not been  in closed testing due to non-compliance with the Floc General Data Protection Regulation technology (General Data Protection Regulation in the EU). More specifically, all questions so far are related to determining whether the distribution of users into groups (cohorts) can be the use of personal data.

Despite all the talk, fears, fears and expectation of the launch of the technology into general use, it is not yet clear, unfortunately, whether it will remain in this form or whether it will be changed. In addition, FLoC is not the only Google development to replace cookies. Therefore, it remains BZ Lists only to wait for the end of testing and summing up some results.

For the time being, companies continue to collect cookies because without them, it’s still impossible to target. Only a few smoothly switch to using their own data or data that the user has personally transferred. But this is not available to everyone.

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