Google’s Cohort Joint Learning (FLoC) is part of its “Privacy Sandbox”, a new set of tools designed to replace and improve traditional third-party cookie tracking capabilities, allowing modern advertising on the web. The company has been researching this for more than a year, and this week it will start using the system in a small number of Chrome users in the United States and other countries.
FLoC is complicated, but in short: the idea is to replace cookies with a new, safer, and less personalized system, small files that track your web history and other semi-personal information. FLoC uses the browser itself to identify broader groups of behaviors and interests, such as “sports fans,”
Getting rid of a single cookie file can reduce some of the risks and risks posed by today’s web-anyway, Google claims so. The initial testing of the new FLoC system is part of the company’s push to remove third-party cookie tracking from all Chrome web usage in early 2022. In addition to the United States, some Chrome users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand and the Philippines.
Google strives to make browsing more private and safe, without destroying the basis of advertising, which many networks rely on. This sounds noble. Of course, this will not harm Google’s continuous regulatory review. Hard work. But not everyone is buying it. Among other things, the Electronic Frontier Foundation sees FLoC as a cover for a new generation of more sophisticated tracking systems that go beyond cookies.
Indeed, there is a more complex and sometimes even more effective way to track the behavior of Web users without leaving any files on the local computer. These “fingerprinting” methods are also more suitable for identifying specific groups of people, which may include those who are more vulnerable to targeted advertising-for example, a group of recovering gambling addicts who advertised gacha games using similar casino strategies. Encourage consumption. Regardless of its value, Google promises that once it gets rid of third-party cookies in Chrome, it will not use these alternative tracking methods. As part of its commitment to comprehensively improving user privacy in Chrome, Google has launched a new website dedicated to the “privacy sandbox.”
How to stop FLoC testing
Users who manually blocked third-party cookies in Chrome will not be included in the test. If you want to block FLoC on the desktop version of Chrome immediately, go to Chrome’s main settings menu. Click “Privacy and Security”, and then click “Cookies and other site data”. Make sure that “Block third-party cookies” is selected.
On Android, this process is a little different. In the “Settings” menu, click “Site Settings”. Then click on “Cookies” and make sure that “Block third-party cookies” is selected.
Google said that in late April this year, it will increase the switch to the Chrome browser to opt out of FLoC and “privacy sandbox” testing. We will update this post when this option becomes available.