This proposes a change in the way users are tracked
Interest-based Advertising
One of the proposals that were intended to replace third-party cookies in targeted advertising is Federated Learning of Cohorts (FLoC). This proposes a change in the way users are tracked, where rather than observing the browsing behavior of individuals, we observe the behavior of a cohort of similar people. This new way enables businesses to reach individuals with targeted ads by clustering groups of people with similar interests. This novel approach hides individuals “in the crowd” and uses on-device processing to keep their data safe locally.
Google’s ads team was able to successfully test this proposal and found out that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising. This finding proves that FLoC is the path of the future with priority for privacy.
The Chrome team expects to start public testing of FLoC by March 2021. You can read more about FLoC over here.
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