{"id":26427,"date":"2021-01-25T16:38:15","date_gmt":"2021-01-25T15:38:15","guid":{"rendered":"https:\/\/yieldbird.com\/?p=26427"},"modified":"2024-07-22T19:27:12","modified_gmt":"2024-07-22T17:27:12","slug":"what-is-floc-and-why-google-chose-it-to-replace-third-party-cookies","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/what-is-floc-and-why-google-chose-it-to-replace-third-party-cookies\/","title":{"rendered":"What Is FLoC And Why Google Chose It To Replace Third-Party Cookies"},"content":{"rendered":"<p>On Monday, January 25th, Google announced that third-party cookies within Chrome Browser will be replaced by <em>Federated Learning of Cohorts<\/em> &#8211; <em>FLoC<\/em> or &#8220;flock&#8221;. <\/p>\n<p>Developed as a part of <a rel=\"nofollow\" href=\"https:\/\/www.chromium.org\/Home\/chromium-privacy\/privacy-sandbox\">Privacy Sandbox<\/a>, <strong>FLoC<\/strong> offers a way of clustering  large groups of people with similar interests and aims to preserve user privacy by using identifiers for cohorts instead of individuals. By including the user to the cohort, the algorithm is to provide the individual with a sufficient level of anonymity.<\/p>\n<p>Details on the size of the cohorts and their granularity are not known at the moment. However, according to Google, Federated Learning of Cohorts as a way of ad targeting is giving advertisers at least 95% of the efficiency versus cookies. <\/p>\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\">When will FLoC be available for public testing?\n<\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<p><i>We\u2019re encouraged by what we\u2019ve observed and the value that this solution offers to users, publishers and advertisers. Chrome intends to make <strong><a rel=\"nofollow\" href=\"https:\/\/blog.google\/products\/ads-commerce\/2021-01-privacy-sandbox\">FLoC-based cohorts available<\/a><\/strong> for public testing through origin trials with its next release in March and we expect to begin testing FLoC-based cohorts with advertisers in Google Ads in Q2<\/i> &#8211; said Chetna Bindra, Group Product Manager for User Trust and Privacy at Google. <\/p>\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\">To what extent is FLoC an alternative for third-party cookies?\n<\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<p>It is important to note, that Federated Learning of Cohorts is not going to replace all the functionalities cookies have. <i>Things like measurement and fraud prevention, which third-party cookies are used for, are not handled by FLoC (&#8230;), retargeting isn\u2019t possible through FLoC either<\/i> &#8211; points out <a rel=\"nofollow\" href=\"https:\/\/videoadnews.com\/2021\/01\/25\/googles-decision-is-in-floc-will-replace-third-party-cookies\/\">Tim Cross in his article for Video Ad News. <\/a><\/p>\n<p>What&#8217;s more, is that just a week ago <a rel=\"nofollow\" href=\"https:\/\/techcrunch.com\/2021\/01\/08\/googles-plan-to-replace-tracking-cookies-goes-under-uk-antitrust-probe\/\"><b>U.K. Competition and Markets Authority (CMA) started investigating Privacy Sandbox<\/b><\/a>. How the potential decision of the regulator is going to affect the 3rd-party cookies cancellation is not known yet.<\/p>\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\">Is your Ad Stack in line with the current standards and regulations?<\/h2>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link has-white-color has-text-color has-background\" href=\"https:\/\/yieldbird.com\/adstackreview\" style=\"border-radius:8px;background-color:#ff2450\"><b>Order your Ad Stack Review<\/b><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" id=\"h-read-the-full-announcement-by-google-building-a-privacy-first-future-for-web-advertising\"><a rel=\"nofollow\" href=\"https:\/\/blog.google\/products\/ads-commerce\/2021-01-privacy-sandbox\">Read the full announcement by Google: Building a privacy-first future for web advertising<\/a><\/h3>\n\n\n","protected":false},"excerpt":{"rendered":"<p>On Monday, January 25th, Google announced that third-party cookies within Chrome Browser will be replaced by Federated Learning of Cohorts &#8211; FLoC or &#8220;flock&#8221;. Developed as a part of Privacy Sandbox, FLoC offers a way of clustering large groups of people with similar interests and aims to preserve user privacy by using identifiers for cohorts [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":21502,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"content-category":[],"class_list":["post-26427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-tech"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/26427","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=26427"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/26427\/revisions"}],"predecessor-version":[{"id":33370,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/26427\/revisions\/33370"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/21502"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=26427"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=26427"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=26427"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=26427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}