Uploaded April 2021 | Updated September 2026, 2 weeks ago
When it comes to privacy on the internet, the new word on the street is 'FLoC'. Led by Google, a group of businesses and advertisers is pushing a new standard that would have your browser identifying your particular group of interests (or 'cohort') by a unique ID number. This number will be sent to all sites you visit. VOILA! No more 3rd party cookies, and supposedly more privacy! Of course, there's the marketing mumbo jumbo and then there's the reality of the situation. So: What is FLoC? How does it work? And most importantly: Will it improve your privacy??
Further info on FLoC:
- Building a privacy-first future for web advertising
https://blog.google/products/ads-commerce/2021-01-privacy-sandbox/
- Google Is Testing Its Controversial New Ad Targeting Tech in Millions of Browsers. Here’s What We Know.
eff.org/deeplinks/2021/03/google-testing-its-controversial-new-ad-targeting-tech-millions-browsers-heres
- Google’s FLoC Is a Terrible Idea
eff.org/deeplinks/2021/03/googles-floc-terrible-idea
- Why Brave Disables FLoC
brave.com/why-brave-disables-floc
More techie tips: scottiestech.info
When it comes to privacy on the internet, the new word on the street is 'FLoC'. Led by Google, a group of businesses and advertisers is pushing a new standard that would have your browser identifying your particular group of interests (or 'cohort') by a unique ID number. This number will be sent to all sites you visit. VOILA! No more 3rd party cookies, and supposedly more privacy! Of course, there's the marketing mumbo jumbo and then there's the reality of the situation. So: What is FLoC? How does it work? And most importantly: Will it improve your privacy??
Further info on FLoC:
- Building a privacy-first future for web advertising
https://blog.google/products/ads-commerce/2021-01-privacy-sandbox/
- Google Is Testing Its Controversial New Ad Targeting Tech in Millions of Browsers. Here’s What We Know.
eff.org/deeplinks/2021/03/google-testing-its-controversial-new-ad-targeting-tech-millions-browsers-heres
- Google’s FLoC Is a Terrible Idea
eff.org/deeplinks/2021/03/googles-floc-terrible-idea
- Why Brave Disables FLoC
brave.com/why-brave-disables-floc
More techie tips: scottiestech.info
