9/4/2023 0 Comments Duckduckgo floc![]() However, in a June 2021 blog post, it announced a delay. ![]() Google’s original plan was to start blocking third-party cookies from its Chrome browser by January 2022. Google has since replaced the project by Google Topics, which is part of the company’s overall privacy sandbox initiative.īut what was Google FLoC? How did Google FLoC work? Was it ever a viable solution to privacy-invasive third-party cookies? And why were so many parties against it? Those are the questions this article will answer. Many companies that provide web browsers and browser extensions decided to opt-out of or block FLoC, citing privacy risks and security concerns. Nevertheless, FLoC received a lot of flack from major players in the industry. Google championed the introduction of FLoC as progress toward a future of internet privacy. ![]() To make this transition, the tech giant introduced a whole new technology called the Federated Learning of Cohorts (FLoC). This is mainly due to pressure from external parties and cookie-blocking technology. Google plans to change the game in internet advertising by doing away with third-party cookies once and for all.
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