With a focus on a more private browsing experience, Google has announced that it will deprecate third-party cookies. Not long after, it announced the concept of Federated Learning of Cohorts, or FLoC, to create solutions and alternatives for advertisers while maintaining privacy for users. The concept of FLoC isn’t easy to grasp, and it has raised a lot of questions and concerns.

google floc

So in this post, I’m going to help you understand what FLoC means for advertisers by answering seven key questions and the goal of this post is to help answer some of those common questions. If you’ve ever wondered what FLoC is, how it will work, or why it was developed, this post is for you. You’re going to learn:

  • What Google FLoC is and how it relates to third-party cookies.
  • How FLoC works and why it’s gotten backlash.
  • What you can do to stay on top of advertising in a cookieless world.

1. What is Google FLoC?

FLoC stands for Federated Learning of Cohorts. Currently, Google plans to roll out FLoC as a means to bridge the gaps in targeting and tracking that advertisers will face from the deprecation of third-party cookies.

2. What are third-party cookies?

To understand third-party cookies, let’s compare them to first-party cookies.

First party cookies

First-party cookies track the direct engagements with an organization.

For example, adding something to the cart. This would be like bringing something to the cashier – there is no way to execute that action without…

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