Difference between revisions of "FLoC (Federated Learning of Cohorts)"
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Revision as of 17:02, April 28, 2021
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FLoC (short Federated Learning of Cohorts) is a targeted advertising technology developed by Google, for the Chromium browser. It is designed to allow website to perform targeted advertising for anyone who visits their site, but without specifically identifying the individual visitor. When Google released this, they marketed it as a more "privacy-focused" method of targeted advertising, as opposed to using third party trackers.[1]
How it works
With FLoC installed on each users' Chromium browser, the system monitors each person's browsing behavior, and learns their individual interests. That user is then assigned identifiers for specific groups (called "cohorts") of people with similar interests. So for example, someone who's browsing activity shows interest in cats, residential construction, cars, Christianity, Libertarians, and fishing will in this case be assigned six identifiers. When this person visits example.com, FLoC freely informs that website this this visitor is interested in these six things. Then, example.com can display advertisements related to those six topics. Google's goal is to have each FLoC ID used by about 1000 people, so in theory, although a visitor is declaring their interests to every website they visit, this information is not directly tied back to their specific identity.