Google launches FLoC, safe alternative to third-party cookies

Put us to the test
Put us to the test!
Analyze your site
Select the database

Just a few weeks ago we talked about cookies and tried to take stock of the revolution in the field of identification tracking for marketing purposes, with the progressive abandonment of third-party trackers as a signal of attention to the privacy protection and security of user navigation. These two points are at the center of the new technology announced by Google, which is called FLoC and is a first appropriate alternative to cookies.

What is Google’s FLoC technology

Federated Learning of Cohorts, or FLoC, is an advertising technology that basically groups “large groups of people with similar interests”, using “data collected in the browser, not stored anywhere”, which analyzes to create an “anonymous individual hiding in the crowd”, as written in a long article by Chetna Bindra, Group Product Manager, User Trust and Privacy.

The API will be integrated as a browser extension within Google Chrome and intent on offering “businesses a new way to reach consumers with relevant content and advertising through large groupings of people with similar interests (cohorts)”, but with the feature of processing information at a device level (smartphone, tablet, laptop) “so as to keep private on the browser the web history of each person”.

How works targeting with FLoC

The data shared and used to target ads comes from the broader cohort – the “crowd” of thousands of people, but anonymously compared to previous technologies.

Specifically, the software uses machine learning algorithms to analyze user data and then create a group of thousands of people (the cohort) based on sites visited by a single individual. The data collected locally by the browser is never shared, while it is the data of a much larger cohort of thousands of people to be shared and then used to target ads.

Tested, the targeting system works and gives effective results: after “Simulations based on the principles defined by Chrome for Floc, Google’s advertising teams have compared this strictly privacy-oriented solution with third-party cookies”, revealing that compared to the generation of “interest-based audience segments, Floc provides a signal that can effectively replace third-party cookies“.

Great results on conversion tests

In concrete terms, advertisers can expect to “see on average at least 95% of conversions per dollar spent compared to cookie-based approaches”, according to the results of tests on FLoC to reach in-market and affinity audience segments (Google Audiences).

An impressive figure, which “depends on the strength of the algorithm used by Floc to run clusters and the type of audience segment that you intend to achieve”, and which proposes the Federated Learning of Cohorts solution as an interesting opportunity for users, publisher and advertisers.

The technology will be made available on Chrome as early as March, with origin trials that will allow you to use FLoC-based