Google FLoC stands for Federated Learning of Cohorts. It is the new age web technology that will replace cookies on Google Chrome. We all know that Google has deemed cookies outdated and has started blocking third-party cookies for a while now on Chrome. What was unclear was how Google plans to replace Cookies.

Now that we know it plans to FLoC(k) us in groups, we can see what Google is playing at here. Cookies have been named and shamed for a long time for being anti-privacy, hence they’re being thrown out now. But what makes more sense, from Google’s side, is how the company will gain absolute control of its ad business with these new measures.

FLoC is a part of the Google Privacy Sandbox, a 2019 initiative of the Mountain View search behemoth. While this is just one way for Google to improve Google Chrome privacy, we’ll get several other methods in the coming future. Here’s everything you need to know about Google FLoC and Google Privacy Sandbox.

What is Google FLoC?

What is Google FLoC and how it works
A screenshot of the working of Google FLoC

As mentioned earlier, Google FLoC stands for Federated Learning of Cohorts. It is a web technology available as a developer origin trial in Chrome browser. FLoC is one of the methods where your browser’s recent browsing history is locally scanned on your device.

A site can request your browser to tell which cohort suits you best. Once that is done, you’ll see relevant ads. Cohorts are groups of people with similar browsing histories. Simply put, Google will flock you with like-minded people and show relevant ads to the entire flock instead of targeting every single user in it.