"Google's proposed method for tracking and targeting consumers without third-party cookies is being met with a growing chorus of dissent. Within the past month, a who's who of tech players - including DuckDuckGo, GitHub and Mozilla Firefox - have vowed to block Google's FLoC API. Here's what it means for marketers who are searching for answers. DuckDuckGo has long"
"What has been surprising, however, is that the trend is growing. Players from across the board are joining DuckDuckGo and the likes in rejection of Google's Federated Learning of Cohorts API (FLoC). FLoC is Google's answer to the impending death of the third-party cookie. It proposes a new method of gathering user data for targeted advertising purposes. Microsoft-owned hosting platform GitHub and Mozilla Firefox have also announced they will be blocking the technology."
Google proposes FLoC as a replacement for third-party cookies by grouping users into cohorts for targeted advertising. Privacy-focused browsers and platforms including DuckDuckGo, Brave, GitHub and Mozilla Firefox are moving to block FLoC. DuckDuckGo added a Chrome extension tool aimed at preventing identification via cohort IDs. FLoC assigns cohort IDs that browsers can reveal unless blocking technology is installed. The growing rejection of FLoC complicates marketers' efforts to find simple alternatives for effective online audience targeting.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]