Google Privacy with FLoC

Here is how Google is thinking the demise of cookie tracking and how it will handle tracking and maintain privacy. 

Privacy, sustainability and the importance of “and”   from the Google Blog.

Marshall Vale  Product Manager, Privacy Sandbox

When other browsers started blocking third-party cookies by default, we were excited about the direction, but worried about the immediate impact. Excited because we absolutely need a more private web, and we know third-party cookies aren't the long-term answer. Worried because today many publishers rely on cookie-based advertising to support their content efforts, and we had seen that cookie blocking was already spawning privacy-invasive workarounds (such as fingerprinting) that were even worse for user privacy. Overall, we felt that blocking third-party cookies outright without viable alternatives for the ecosystem was irresponsible, and even harmful, to the free and open web we all enjoy. 

Since 2019, we’ve been working on a collaborative open-source effort — the Privacy Sandbox — to develop a set of new privacy-preserving technologies that make third-party cookies obsolete and enable publishers to keep growing their businesses and keep the web sustainable, with universal access to content. It’s a polarity to balance, but one we think is critical to keep the web open, accessible and thriving for everyone.

Today, a new piece of web technology — Federated Learning of Cohorts (FLoC) — will start to roll out as a developer origin trial in Chrome. Keeping in mind the importance of “and,” FLoC is a new approach to interest-based advertising that both improves privacy and gives publishers a tool they need for viable advertising business models. FLoC is still in development and we expect it to evolve based on input from the web community and learnings from this initial trial.

Here’s a bit more information on how FLoC currently protects your privacy:  .... "