Federated Learning of Cohorts

lastmod 2024-11-06created 2021-01-285 edits

An alternative to third-party cookies for interest-based advertising.

A method that creates interest-based cohorts locally so that ad companies show ads suited to each cohort.

Features

• Proposals included in Google Chrome's Privacy Sandbox
• FLoC : Federated Learning of Cohorts
  • A method of clustering groups with similar interests to deliver relevant content/ads
  • Protects individuals by hiding them "in the Crowd" and processing personal information on the device
  • Conversion rate of 95% or more compared with third-party cookie-based ads
  • FLoC-based cohorts can be tested starting with the Chrome release in March
• Beyond that, technologies for doing the following without third-party cookies will continue to be tested in 2021
  • How to create and distribute Audiences
  • How to measure campaign performance
  • Preventing Ad-Fraud
  • Anti-Fingerprinting

How to block

• For users to block it, "disable third-party cookies" is needed
• For website owners to be excluded from FLoC calculation, add an entry to the HTTP Header
  • Permissions-Policy: interest-cohort=()

See also

• Web
• Cookie
• Chrome
• Brave

Favorite site

• Building a privacy-first future for web advertising
• Am I FLoCed? - A site that checks whether FLoC, the feature Google Chrome is newly testing to replace third-party cookies, is enabled