FLoC

Federated Learning of Cohorts

A privacy-focused technology introduced by Google as part of its efforts to replace third-party cookies in web browsers. It aims to provide advertisers with a way to deliver targeted ads while preserving user privacy.

FLoC groups users into cohorts based on their browsing habits and interests. Instead of tracking individual users, FLoC assigns users to these anonymous cohorts. Advertisers can then target their ads at these cohorts rather than specific individuals, which is intended to be more privacy-friendly.

FLoC works within the web browser itself, and the browser generates the cohorts locally without sharing individual user data with websites or advertisers. This approach is seen as a response to growing concerns about online privacy and the tracking of users’ online activities.