After deciding to stop tracking users through third-party cookies, Google announced starting the trailing of its new alternative – FLoC. Abbreviated as Federated Learning of Cohorts, the new system will not track users individually but as a group of people with common interests. This hopes to give the privacy they wanted and a viable business model for advertisers for advertising.

Google’s New Alternative to Track Users

As the world is moving towards demanding more freedom, internet users advocate that companies like Google should stop tracking users individually. This is fairly harmful since they can pinpoint a particular user’s interest and misuse it anyway, even though it’s helpful for targeted advertising.

And since Google relies on the public, it has convinced to stop this practice eventually and move onto something that’s not so intrusive as now. And that’s how the new Federated Learning of Cohorts (FLoC) is born.

Google had introduced this new system earlier this month, when it announced to stop tracking users through third-party cookies, putting an end to an intrusive advertising era.

Google says, under FLoC “your browser determines which cohort corresponds most closely to your recent web browsing history, grouping you with thousands of other people who have similar browsing histories. The identification number of the cohort is the only thing provided when requested by a site. This is different from third-party cookies, which allow companies to follow you individually across different sites.”

Thus, it’s clear that advertising works under the new FLoC system, which is less intrusive since you’re not particularly tracked. Instead, you’ll be among thousands of others who share the same interest as yours.

This system’s origin trails start with a small group of users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, Philippines, and the U.S, with others joining soon.


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