The Federated Learning of Cohorts, FLOC called, goes to the start. Google makes his idea of replacement for third-party cookies as Developer Origin Trial in Chrome. It is blackmold Google from "and" the new web technology, because with FLOC, it is possible at the same time possible to protect the privacy of the users and to give advertisers a tool for existential business models. So far, however, the method does not rely on rough enthusiasm.
After tracking cookies are increasingly bad for users and also browser providers such as Apple and Mozilla they were banished, ordering Google, also to be borne by third-party cookies. First, however, a replacement had to come and this comes in the first test phase. Floc is part of the Privacy Sandbox, Google’s Map Sensing Bundle for better privacy and more security for continued prolonged advertising.
"Just" The ID is still out – to all
In a blog post, Google now explains how Floc is allowed to. Already known that, as the name implies, cohorts in the browser are formed and this matching advertisement is displayed instead of personalized advertising based on personal profiles. Cohorts defines Google About similarities in browsing history. If users miss the even more targeted advertising, you can still register on websites and share their data with the provider.
The browser history is not passed on to Google by FLOC, it will continue to be called. In the browser itself, the decision that cohort can be found. All side operators receive an ID of the cohort displayed to display it based on advertising. Chrome will not create groups of sensitive areas – to pay medical, political and religious topics – or otherwise deal with these. As the browser meets these decisions, can be read in a separately published paper. It’s about avoiding potential discrimination.
No tests in Europe
As subjects first serves a small percentage of users from Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the Philippines and the USA. Europe is therefore not yet – which is no coincidence. The local data protection and other laws make the approval of Floc at least insecure. Anyone who has blocked third-party cookies in Chrome in the participating countries has also excluded from the test. An explanation of why it requires the consent to third-party cookies, Google does not provide.
Especially the US NGO Electronic Frontier Foundation (EFF) criticizes the vorstob Google’s sharply. On the one hand, the activists Floc for a basic "terrible idea", Because she mainly helps Google. On the other hand, however, they also announce the test without the test persons be informed about them that is being tested at them. External tracking blockers are not aligned on Floc – Homes, these could block third-party cookies, but not Google’s tests. Who enabled chromes synchronization functions and thus releases your own browsing history, Google offers this velvet ID.