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What is Google Floc? And How Does Your Privacy Affect You?


Google wants it change the way we are followed around the internet, and using its Chrome browser, this change can be very secure and confidential – but the concept is not well received by non-Google companies.

The technology in question is FLoC, or Federated Learning of Cohorts, to give it its full and confusing name. Its purpose is to provide advertisers with targeted advertising methods for non-personally identifiers to individual users, and they do this by sharing people with similar interests together: football players, drivers, retirees, or whatever.

“We started with the idea that groups of people with interests can replace their identities,” he said. and Chetna Bindra on Google. “This method hides people ‘in public’ and uses tools to prevent personal web profiles from being stored in the browser.”

These groups (or “groups”) are created through algorithms (then a little “learning piece”, and you are placed differently each week – advertisers can see their ID. All subgroups can be grouped into groups until they have several thousand users, making it difficult to identify users.

FLoC was founded with the idea of Privacy Sandbox, led by Google Websites to ask more information about non-compliant users. In addition to FLoC, Sandbox Privacy also implements other technologies: Preventing fraud from advertisers, helping webmasters analyze the volume of their traffic, comparing advertising campaigns, and much more.

FLoC code in the middle of a storm.

Image: David Nield via Google Chrome

Google wants FLoC to change the social networking system: cookies. Small notes and codes are stored on your computer or phone by your browser, helping websites find out if you’ve been there before, what your pages like, where you live in the world, and much more. It can be useful for both websites and visitors, but it is also used by advertisers and data converters to create a search history for us.

Like Google he says, tracking cookies has become very difficult. Integrated, remote third-party translators known as third-party cookies keep users logged across multiple websites, while advertisers also use the wrong handwriting method to determine which ones have anti-modified modifications (using fonts, or your computer ID). , your Bluetooth connected devices or other means).


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