Google Reveals Cookie Alternative - FLoC

Jan 26, 2021 - 7:51 am 1 by
Filed Under Google Ads

Pastries Google

Yesterday, Google has took the cover off its alternative to cookies named FLoC or Federated Learning of Cohorts. FLoC basically clusters "large groups of people with similar interests"," this is data gathered in the browser, not stored anywhere, and it looks at the group and analyzes that data, creating a hidden individual "in the crowd," Google said. It is the data from the wider cohort, "the crowd" of thousands of people that is shared, and that is then used to target ads to those individuals in the crowd.

Google said "FLoC can provide an effective replacement signal for third-party cookies." Adding that its "tests of FLoC to reach in-market and affinity Google Audiences show that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising."

Google even made the code base for FLoC open for all to see on Github.

There is a lot of speculation and doubt about this in the WebmasterWorld forums. The admin in the forums said "Whether that changes things for the better of the user, IDK. Yes, it is very difficult even to make it anonymous. Google is voracious in wanting to track."

There is a lot of coverage of this news on Techmeme if you want to read more perspective.

Forum discussion at Twitter & WebmasterWorld.

 

Popular Categories

The Pulse of the search community

Search Video Recaps

 
- YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Search Forum Recap

Daily Search Forum Recap: April 21, 2025

Apr 21, 2025 - 10:00 am
Google

Google Drops Event Rich Results Carousel On Desktop Search: Bug?

Apr 21, 2025 - 7:51 am
Google

Google Live Demo Of Android AR Glasses

Apr 21, 2025 - 7:41 am
Search News

IAB/PWC: U.S Search Ad Revenue Grew 15.9% With $102.9 Billion In 2024

Apr 21, 2025 - 7:31 am
Bing SEO

Bing Webmaster Tools Working To Streamline Email Notifications

Apr 21, 2025 - 7:21 am
Bing Search

Microsoft Launches Copilot Merchant Program

Apr 21, 2025 - 7:11 am
Previous Story: Flagging Reviews In Google My Business Has Changes