FLoC assigns your cohort ID locally (on your device), thus keeping Google from receiving all of your browsing data. How does FLoC work?įLoC uses an algorithm called “SimHash” to assign you a cohort ID once per week based on your browsing activity. All that said, FLoC still tracks user activity, and it still gives advertisers a lot of information.
The initiative includes efforts to prevent Chrome from accepting 3rd-party cookies, block browser fingerprinting, and generally make Google Chrome less of a treasure trove of data for advertisers.
Google introduced FLoC as part of its “Privacy Sandbox” initiative in 2019. FLoC uses an algorithm to create a “cohort” - a cohort is a few thousand users with similar browsing activity, thereby allowing advertisers to tailor ads to a group of users rather than to specific users. It’s a new method for delivering targeted ads to users that’s supposed to prevent advertisers and websites from building up detailed user profiles. FLoC stands for “federated learning of cohorts”.
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