Google is testing FLoC and its alternative to external cookies


 

Google is offering developer experience for its technology known as FLoC as an alternative to third-party cookies.


FLoC considers Google an alternative to third-party cookies that collect data based on the behavior of groups of Internet users in order to create relevant ads online, rather than tracking an individual's browsing history.


Google's product manager Marshall Vale writes: With FLoC, the browser identifies the group most closely aligned with recent web browsing history, and combines you with thousands of other people with similar browsing histories.


The group identification number is the only thing that is provided upon requesting the site, and this differs from external cookies that allow companies to follow you individually across different sites.


The experience is available to a small percentage of users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the Philippines, and the United States.


Anyone who has blocked third-party cookies in the current version of Chrome will not be able to access the preliminary test.

This comes as part of Google's plan to get rid of third-party cookies in the Chrome browser and stop the practice of selling ads based on individual web activity.


Ad sales are the foundation of the Goja empire and are also the subject of multiple antitrust lawsuits targeting the company.


Earlier this month, Texas Attorney General Ken Paxton updated his multi-state lawsuit against Google to address the new FLoC system, arguing that it did not eliminate the antitrust cases at the core of the complaint.


A total of 15 states joined that particular lawsuit and the Department of Justice may throw its weight behind it as well.


Regulators in the UK are also studying Google's new tracking system, as there is concern that it may increase the concentration of data and ad revenue in Google's vaults.


The Competition and Markets Authority in the United Kingdom said: It found in a recent study that Google could undermine publishers' ability to generate revenue and undermine competition in digital advertising, thus cementing its market power.


Google said in mid-March, we are working in partnership with the industry through Privacy Sandbox on privacy-preserving alternatives to external cookies that support the free and open internet, and as we said, we will not replace external cookies with alternative methods of tracking individuals across the web.

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