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Google federated learning of cohorts (Google’s FLoC!)

Surprised! 

What is this long-term intent?

There is a story behind it.

Do you notice while browsing through google, a menu appears which is asking our permission to allow cookies to gather our information?

Sometimes we accept! Sometimes we decline.

When we are aware of the security issues, we decline instantly.

federated-learning-of-cohorts-google

Cookies are built for web browsers to track, personalize, and save information for every session by an user. . .

the session refers to the time a user spends on a particular site.

Cookies play an important part of our internet experience and many cast a suspicious eye over cookies.

Cookies were destined to be used for the following purpose.

Session management: cookies enable websites to recall their individual login information and recollect the user preferences.

Individualization: they sent customized advertisements all your way.

Cookies store data and sent targeted advertisements that you might enjoy.

Tracking: shopping sites make use of cookies to store a customer’s previously viewed items and suggest other products based on their previous search.

These are all about cookies.

Let us come to our topic.

Google federated learning of cohorts!

The surprising term!

What does it mean?

What is Google Federated Learning of Cohorts?

demographics-google-federated-learning-of-cohorts-floc

It is a method in which web browsers enable interest-based advertising.

It is operated by gathering data about a user’s browsing habit and assembling them into groups of similar interest into the floc cohorts.

Then the information about the cohort is shared for advertising purposes.

The individual user information is stored locally and the browser only the cohort ID.

That means advertisers get a group of people clubbed together based on their interests or demographics.

So privacy is well preserved.

The most interesting part is they allocated users into new cohorts based on their previous week’s surfing data.

Google announced that google federated learning of cohorts helps advertisers to see 95% of their conversion while compared to cookie-based advertising.

Which browsers are against FLoC  & Why?

brendan-eich-tweet-google-floc

Browsers like DuckDuckGo, Brave, and Vivaldi are against FLoC and they stated that they are going to block on this end.

DuckDuckGo clearly states that google’s floc group individuals on the basis of their interest and which allow advertisers and contents to target without third-party cookies.

Brave CEO and founder Brendan Eich wrote in a blog post that the worst part of Google FloC is it harms user privacy in disguise of being private friendly.

Can I avoid FLoC?

google-federated-learning-of-cohorts-floc-what-is-google-floc

It is evident that FLoC cohorts is something hidden that is built with google chrome.

Are you thinking about the different ways to eliminate FLoC while considering the privacy issues or creepy advertising?

Many browsers such as Opera, M-Edge, Mozilla Firefox have expressed their intention to avoid FLoC.

If you are worried about privacy concerns, choose DuckDuckGo. It ensures the confidentiality and privacy of users.

Google states that FLoC is introduced to protect the privacy of users there is no individual targeting of ads.

The cohort Id will be revealed to marketers to target the buyer persona.

What a marketer can expect is more conversion, because Google’s FLoC is grouping people with similar demographics or behaviour into a group.

So, it is easy to target and convert them.

More updates and information about Google federated learning of cohort is yet to come.

So wait and see.

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Stay tuned!

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