Friday, February 26, 2021
Home Blog Google's Plan to End Third-Party Cookies

Google’s Plan to End Third-Party Cookies [FLoC]

Google plans to end Chrome’s support of third-party cookies by 2022. FLoC is one of the solutions proposed to replace third-party cookies.

First, the good news.

According to Google, FLoC can provide an effective replacement signal for third-party cookies. Their tests proved FLoC to be 95% as effective as third-party cookies in terms of conversions per dollar spent.

What does FLoC mean?

It’s an acronym for Federated Learning of Cohorts.

The idea is to improve privacy by letting advertisers target groups (or “FLoCs”) of users based on common interests, rather than using an identifier for each individual user.

In basic terms, here’s how this system works.

The innovation is to train a machine learning model without a centralized repository of data.

Indeed, the model is trained on your own phone:

Your device downloads the current model, improves it by learning from data on your phone (such as browsing history, content of the websites visited), and then summarizes the changes as a small focused update.

The data stays on your phone. Only this update to the model is sent to the cloud, using encrypted communication, where it is immediately averaged with other users’ updates to improve the shared model.

Then, to preserve anonymity, these model updates are clustered into large groups of people with similar interests.

But it gets more complicated than this.

The ultimate solution hasn’t been found yet, but it’s a start.

How do you retarget an anonymous user?

The solution proposed by Google is TURTLEDOVE.

It stands for “Two Uncorrelated Requests, Then Locally-Executed Decision On Victory.”

The core innovation is to store the data that builds the retargeting lists in the user’s browser or with an independent third-party. And not on the ad network.

It’s not as easy as it sounds (and that might not have sounded easy, anyway).

Google’s engineers are working hard to find a solution for a post-cookies world.


Please enter your comment!
Please enter your name here


5 Distinctive Features of Well-Advanced Australian Online Casinos

American, Canadian and British gamblers are well-known as the biggest fans of hazard and adrenaline, but these days they...

How to Stop Getting Banned on Facebook

Facebook is banning ad accounts left and right. Most of the time, it’s for no particular reason. Sometimes advertisers are...

KissAnime – Watch Free Anime, Best Alternatives [2021 Update]

KissAnime not working? You're in the right place to find KissAnime alternative sites as well as some working...

No One Is Safe From the Data Breach Epidemic

From phishing scams to ransomware attacks, threats to your data have been rapidly rising. This doesn’t come as a...

Marketing Your Personal Business in 2021 – Quick Tips

Got some more time on your hands in , and want to start pursuing an online business strategy? Perhaps...

How to Download Diablo Immortal on PC for Free

Diablo Immortal is one of those games which don’t need any introduction at all. If we talk about 2021,...

The Best Safer Gambling Tools At Online Casinos

Although playing at online casinos can be incredibly fun, it can be easy to develop gambling-related harm from chasing...

How to Hackproof Your Mac

The number of MacBook users is rapidly increasing globally. Many are recognizing the benefits of using MacBooks both at...

The Rise of Virtual Gambling

How to quench your thirst for excitement while staying at home? Of course, by playing innovative games at the...

Google’s Plan to End Third-Party Cookies [FLoC]

Google plans to end Chrome’s support of third-party cookies by 2022. FLoC is one of the solutions proposed to...