Floc

Tracking the slow demise of third-party cookies, a UK update

The UK’s Information Commissioner’s Office announced in January 2021 that its investigation into the Adtech industry would resume, having been ‘paused’ since May 2020. Discussions continue around the development of a new European ‘ePrivacy’ Regulation, and it is not possible to know for sure whether the UK will seek to remain aligned with this new law when it does ultimately come into effect.

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inplp.com

Amazon blokkeert Googles nieuwe trackingmethode FLoC

Amazon heeft op een aantal eigen websites, waaronder Amazon.com en WholeFoods.com, besloten om Googles nieuwe trackingmethode FLoC te blokkeren. Wanneer Chrome-gebruikers deze sites bezoeken zal de browser deze informatie niet gebruiken om de gebruiker in een bepaald cohort te plaatsen.

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security.nl

Google to work with UK regulators on its big ad-tracking shakeup

The UK’s competition regulator, the Competition and Markets Authority (CMA), will collaborate with Google as it attempts to rework online ad targeting, the regulator and Google have announced. It comes as Google is attempting to phase out the use of third-party cookies for tracking and targeting users with ads and instead use a new set of technologies it’s calling Privacy Sandbox.

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theverge.com

As ad tech firms test ways to connect Google’s FLoC to other data, privacy watchers see fears coming true

Google’s automated cookieless ad targeting method — or Federated Learning of Cohorts — is supposed to protect privacy by providing people with a greater degree of anonymity than the third-party cookie offered. Instead, it may make it quicker and easier for advertising companies to identify and access information about people online.

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digiday.com

Am I FLoCed?

Google is testing FLoC on Chrome users worldwide. Find out if you're one of them. Google is running a Chrome "origin trial" to test out an experimental new tracking feature called Federated Learning of Cohorts (aka "FLoC"). According to Google, the trial currently affects 0.5% of users in selected regions. This page will try to detect whether you've been made a guinea pig in Google's ad-tech experiment.

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amifloced.org/

Google Is Testing Its Controversial New Ad Targeting Tech in Millions of Browsers.

Today, Google launched an “origin trial” of Federated Learning of Cohorts (aka FLoC), its experimental new technology for targeting ads. A switch has silently been flipped in millions of instances of Google Chrome: those browsers will begin sorting their users into groups based on behavior, then sharing group labels with third-party trackers and advertisers around the web.

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eff.org

Google’s FLoC is a terrible idea

No one should mourn the death of the cookie as we know it. For more than two decades, the third-party cookie has been the lynchpin in a shadowy, seedy, multi-billion dollar advertising-surveillance industry on the Web; phasing out tracking cookies and other persistent third-party identifiers is long overdue. However, as the foundations shift beneath the advertising industry, its biggest players are determined to land on their feet. Google is leading the charge to replace third-party cookies with a new suite of technologies to target ads on the Web.

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eff.org