At the start of 2021, Google offered the Federated Learning of Cohorts (FLoC) as a replacement for third-party cookies used to place relevant ads on sites. Following criticism and feedback over the past year, Google today proposed the Topics API as a new solution.
Expand Expanding Close
Last month, Google announced that it would delay Chrome’s plan to phase out support for third-party cookies. As part of that, the company provided more details about the Privacy Sandbox and has today released a rollout timeline.
Expand Expanding Close
To say that FLoC, a technology built by Google to replace third-party cookies, has been controversial is almost an understatement. Many tech companies have spoken out against or deliberately avoided the tech, but it seems that Twitter may be on board with FLoC.
Expand Expanding Close
At the start of 2020, Google announced a plan to make third-party cookies “obsolete” in Chrome as part of its Privacy Sandbox initiative. In an update, the company said “more time is needed across the ecosystem to get this right” but did provide a more firm timeline today.
Expand Expanding Close
In an effort to move away from third-party cookies, Google is working on rolling out the Federated Learning of Cohorts, better known as FLoC, to Chrome users. The initiative has been highly controversial, with several online companies publicly opposing it. Amazon, though, has quietly started blocking FLoC on its site and properties.
Expand Expanding Close
Google is dead set on eliminating third-party cookies from the internet, and leading the charge has been the company’s controversial FLoC initiative. This week, Google has come out against concerns that the tech giant would build backdoors into its Privacy Sandbox and FLoC.
Expand Expanding Close
As Google tests out its replacement for third-party cookies, the Federated Learning of Cohorts, the company has faced a lot of scrutinies for the initiative. Now, some regulators in the EU are raising concerns about FLoC as well that could spell trouble for the future of Google’s initiative.
Expand Expanding Close
Controversy rages on around Google’s Federated Learning of Cohorts (FLoC) initiative as various tech companies take a stance on the tech that could replace third-party cookies for targeted online advertising. This week, WordPress announced a proposal that would turn FLoC off by default on all websites powered by its Content Management System.
Expand Expanding Close
After Google started rolling out FLoC to some Chrome users as a replacement for third-party cookies, the technology has become rather controversial. Microsoft Edge, Apple Safari, and Mozilla Firefox have confirmed they don’t have immediate plans to adopt FLoC.
Expand Expanding Close
In an effort to phase out third-party cookies, Google has been advancing the rollout of FLoC for placing targeted ads on websites. This week, though, the Chromium-based and privacy-focused browsers Brave and Vivaldi have announced that they won’t be adopting FLoC.
Expand Expanding Close
Google announced the Privacy Sandbox in 2019 to build a more private web through open standards. The most ambitious aspect is phasing out support for third-party cookies, with Google Chrome now starting a developer test of Federated Learning of Cohorts (FLoC).
Expand Expanding Close
Google is phasing out Chrome support for third-party cookies and plans to replace them with privacy-preserving alternatives. Once that has occurred, the company “will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.”
Expand Expanding Close
Back in 2019, Google announced an initiative to build a more private web through open standards. The most ambitious aspect of the Privacy Sandbox is phasing out support for third-party cookies, with the Google Chrome team providing a road map for 2021 today.
Expand Expanding Close