All that said, FLoC still tracks user activity, and it still gives advertisers a lot of information. The initiative includes efforts to prevent Chrome from accepting 3rd-party cookies, block browser fingerprinting, and generally make Google Chrome less of a treasure trove of data for advertisers. Google introduced FLoC as part of its “Privacy Sandbox” initiative in 2019. FLoC uses an algorithm to create a “cohort” - a cohort is a few thousand users with similar browsing activity, thereby allowing advertisers to tailor ads to a group of users rather than to specific users. It’s a new method for delivering targeted ads to users that’s supposed to prevent advertisers and websites from building up detailed user profiles. FLoC stands for “federated learning of cohorts”.
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