Targeting “in the crowd”: Google’s FLoC
1 min readFeb 4, 2021

At the beginning of 2020 Google announced a block of 3d party cookies and last week reported the good results of tests delivered by FLoC (Federated Learning of Cohorts), which should replace them.

Google’s tests show that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising.

Federated Learning of Cohorts (FLoC) proposes a new way for businesses to reach people with relevant content and ads by clustering large groups of people with similar interests. This approach must hide individuals “in the crowd” and uses on-device processing to keep a person’s web history private on the browser.

FLoC was developed as a part of Privacy Sandbox in order to improve privacy of web users blocking 3d party cookies.

From December, 2020 to protect users’ data Apple obliged app developers to indicate on the product page in the App Store the kinds of data they collect and how they use them. Thus, developers must request for access to the device IDFA to show ads.

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