A few days ago Google published an extensive article talking about FLoC technology, which will replace cookies, which will allow us to see personalized ads on the Internet without having to offer our browsing history to everyone.
FLoC is an excellent idea that is based on the grouping of web browsers based on their browsing history, so that each browser would have a unique identifier that represents the profile of its user, that identifier is that it would be used to display one or the other advertising.
I’ll explain it to you in just over 1 minute in this video:
FLoC is the acronym for federated learning cohorts, an algorithm capable of determining which browsers have similar browsing histories to constantly calculate their group, their cohort, and save that number on the user’s device, which makes it impossible to It is necessary to share individual browsing data with anyone, since a cohort represents a cluster of browsing activity, it does not represent a group of people, neither identified nor anonymous.
The problems that are being found for its implementation are:
– Johannes Caspar, data protection commissioner of Hamburg (Germany), believes that it should not be set as a default activated in the browser, that the user should at all times define whether or not he wants to activate FLoC so that his browsing history is used for the cohort calculation.
– Caspar also thinks that there may be risks, as the cohorts could draw conclusions about users based on their browsing.
– The French National Computing and Freedom Commission (CNIL) indicates that the solution needs to be further analyzed, since FLoC could require access to the data stored on our devices. Remember that it must be necessary for the user to accept the use of FLoC, as it does today with cookies.
– WordPress will surely block FLoC by default, and some web browsers will do the same.
The solution is not bad, but to ensure privacy it will still be necessary to obtain user approval, so it seems that we will not easily get rid of banners on every page we visit.