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As Google FLoC Trial Rolls Out, What’s a Marketer’s Next Move?

April 26, 2021

Via: CMSWire

Goodbye, cookies. Hello FLoC? By now, marketers who rely on advertising and targeting through the Google machine likely know about the search giant’s plans for a third-party cookies alternative: the open-source Privacy Sandbox that intends to make cookie-tracking obsolete. It’s built on anonymized group-targeting principles vs. individuals. Google calls these groups “Federated Learning of Cohorts,” or FLoC, where brands won’t be able to determine who they are targeting specifically, but will still get to curate relevant advertisements based on the interests of each FLoC. It’s currently rolled out for about a month now in a developer origin trial in Chrome.

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