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The Industry Reacts: Google Backs FLoC to Replace Third Party Cookies


The Industry Reacts: Google Backs FLoC to Replace Third Party Cookies cover

Google yesterday threw its weight behind the Federated Learning of Cohorts (FLoC) API, a tool developed within its Privacy Sandbox designed to replace third-party cookies. Google is bullish on FLoC, saying it’s 95 percent as effective as third-party cookies when used for interest-based targeting.

But is the wider industry ready to embrace FLoC in place of third-party cookies? And will the ‘cohorts’ model of targeting really allow privacy-preserving targeting that still works well?

Ameet Shah’s response featured here in Videoweek. Read more here…

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