It does not protect online privacy and it certainly is not beneficial to users. No matter how it is implemented, FLoC never makes you anonymous. Except for users who have turned off third-party cookies in Chrome.

The trial will affect up to 5% of Chrome users worldwide and will be chosen completely at random regardless of most ad and privacy settings, without notice, much less consent.

It is currently trialed in Google Chrome and is a part of the Chromium browser engine. You can find a more detailed explanation here. The cohort ID is a direct reflection of your behavior across the web. Which means all the trackers who currently monitor your activities across a fraction of the web using cookies will now receive your FLoC cohort ID as well. Designed to help advertisers target ads once third-party cookies go away.įLoC takes most of your browsing history in Chrome, analyzes it and assigns it to a category or cohort.

It is a new site where you can check if you are being subjected to the latest advertising experiment, FLoC.įederated Learning of Cohorts or FLoC is Google’s new advertising technology intended to replace third-party cookies and related technologies like third-party localStorage. Am I FLoCed is one of an effort to uncover the invasive practices of the adtech industry-Google included.

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