Google’s idea with FLoC is to help advertisers improve ad targeting when third-party s get removed for good
Google is constantly influencing how the internet works
Google is constantly influencing how the internet works. Their latest ad targeting tech entered the testing phase a few weeks ago, hoping to fix some of the biggest problems. The current trials are done on randomly selected users, and they can be turned off by disabling third-party cookies.
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Google had announced this change but hasn’t provided more details on how it works and when the trial starts until recently. The fact that they didn’t inform the users about the testing phase raises concerns about a breach of privacy and user trust. Let’s dig into the details we know so far.
New FLoC Tech Should Replace Cookies
Google’s idea with FLoC is to help advertisers improve ad targeting when third-party cookies get removed for good. The trial is supposed to collect FLoC IDs from Chrome users, along with the standard third-party cookies.
In other words, all trackers that are already used to collect online user behavior will now get FLoC IDs as well. The cohort ID will then tell the advertisers how you behave online, making it the perfect addition to improving behavioral profiles already set up by most trackers.
The Trial Affects 5% of Global Chrome Users and Website Owners
The current trial involves about 0.5% of all Chrome users across Australia, Canada, Brazil, Indonesia, India, Mexico, and a few other countries. In the US, users will be chosen randomly, no matter what privacy settings they use. However, if you turn off third-party cookies, you will be able to make sure that you are not among the selected few.
The team behind this new technology wants Google to include up to 5% of all users to provide more accurate results and better data quality. If Google says yes to this proposal, the test will affect up to a hundred million users worldwide. That’s an alarming number because users might not get a heads up before being included in the trial.
Google also added websites that use their ads services into the trial by sending HTTP headers to the FLoC calculations without telling the site owners. Website owners will simply lose some control over their user’s data without anyone telling them about it. It is something we should be concerned about, as it affects privacy policies directly.
New FLoC User IDs Available for Those Who Ask
Naturally, you can sign up for Chrome’s new tech trial if you want to. Doing so will allow Google to access your FLoC ID, connecting you to a new advertiser network where every site you visit gets access to your information.
According to Google’s plan, the idea is to segment users according to their online behavior into over 33,000 possible cohorts. Google started small, with only 256 potential cohorts, but when the test was successful, they scaled things up to effectively group users into the right cohorts. While the overall idea is good, the way everything is set up doesn’t look promising for the end-user.
Google’s trial will probably last until July 13th, but the final results will be subject to change; however, the company feels it is in the right. Until the new algorithm is established, FLoC grouping can change on the go.
Rising Concerns About Online Privacy
The vast majority of Americans feel that they have little or no control over the data collected by companies and the government. Over 84% of users think that they don’t have enough control over their data, and over 81% believe that the risks outweigh the benefits.
The topic of online privacy is one of the most significant issues for internet users across the world. Ever since the Facebook trial, where the world realized how user tracking is used, the trust users have has greatly deteriorated.
Thus, people became more aware of the privacy violations that might happen online. As a result, users might no longer be as eager to use certain services or supply them with personal information. For instance, many dropped WhatsApp after its confusing alert about Facebook. They exchanged the widely popular instant messaging app for Signal, a much more privacy-focused alternative. And it might be just the beginning.
Many apps now are obliged to provide ad targeting or data sharing with third parties on an opt-in basis. Thus, the chances you, you can disable these features via settings on many apps you use. However, bear in mind that all these features are typically active by default. Hence, you will need to disable them manually.
Furthermore, more people seem to use VPN services as a way to become more private and anonymous online. Tools like Atlas VPN are responsible for establishing a secure connection to the internet. They encrypt information about your traffic, meaning that external entities won’t be able to see it. This secure tunnel might prevent many entities from snooping on you, including your Internet Service Provider and marketers.
Final Words
Even though there is a big fuss about online privacy, it all depends on how you choose to proceed. You can continue keeping default settings if you enjoy seeing ads that are not random, but relevant to you. However, bear in mind that some caution online is always welcome. Thus, treat every situation differently and decide on how you should act.
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