FLoC: Google's alternative to third-party cookies

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If 2020 was a year of rapid change for the digital marketing landscape, 2021 needs to be a year of transformation . The events of the last year or so, from the deprecation of third-party cookies to the announcement of Apple’s IDFA changes, have profoundly impacted how much of digital marketing operates, but rather than worrying about these changes, we should be asking ourselves how we can move forward in a way that puts consumers first and creates a better adtech ecosystem for everyone.

In late January 2021, Google discussed its norway email list Federated Learning of Cohorts (FLoC) technology , which is part of the Privacy Sandbox introduced by Chrome. It “can provide an effective replacement signal for third-party cookies.” This comes a year after the announcement that it would phase out third-party cookies, following in the footsteps of Safari and Firefox.

The FLoC application programming interface (API) was first proposed in January 2020, and Google said in a recent blog post that new data shows its testing of FLoC for in-market reach and Google Audiences affinity will allow advertisers to see at least 95% of the conversions per dollar spent compared to cookie-based advertising. The specific outcome depends on the strength of the clustering algorithm FLoC uses and the type of audience it reaches.

FLoC is an API implemented as an extension for the Google Chrome browser. The technology is based on machine learning algorithms to analyze user data, and then unites users into groups of thousands of people based on the preferences of each participant. At the same time, according to Google, the data collected locally from the browser is not transferred to anyone. The data from these large groups is used to target ads .