Third-party cookies allow ad publishing and advertising companies to collect information about consumer browsing habits. If you are a publisher or an advertiser, there are many ways you can better prepare for this change.ĭespite the private space it promises to offer, there are severe backslashes against this technology which you should make aware of and take precautions where necessary.įor long years, consumers have raised concerns about third-party cookies on websites as their data is overly exposed, leading to privacy violations. In contrast to third-party cookies, FloC preserves consumers’ privacy mainly by hiding individuals within a crowd. What are the current concerns and challenges of FLoC?įloC is based on federated learning and has a distinct way of serving advertisements using information from both publishers and advertisers.How can businesses prepare for this change?.How does FLoC ensure privacy over third-party cookies?.How to select interest-based ads using FLoC?.How did the Google FLoC model initiate?.Currently, planning to roll out in 2023, it will deprecate the use of third-party cookies, which have become a privacy-invasive way of user tracking for many years. FLoC is a new model from Google which gives interest-based advertising a more privacy-preserving experience for consumers.

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