Google releases detailed timeline for third party cookie alternative FLoC

Google has updated its timeline for the rollout of FLoC via its Privacy Sandbox.

FLoC stands for Federated Learning of Cohorts and is Google’s solution to enabling advertisers to create targeted ads without exposing the details of the individual users being targeted, via the use of third-party cookies. It is part of Google’s The Privacy Sandbox, that aims to create web technologies that both protect people’s privacy online and give companies and developers the tools to build digital businesses successfully.

Google released a detailed timeline for FLoC

Last month, Google revised its target timeframe for the removal of third-party cookies to 2023.

Now the company has a timeline of events for its multi-staged plan to implement FLoC, and said it will be updated regularly to provide greater clarity and ensure that developers and publishers can plan their testing and migration schedules.

Previously planned to be fully-implemented in Chrome late in 2022, Google now says it’s aiming to get all Chrome users transitioned to FLoC by the third quarter of 2023.

“It’s become clear that more time is needed across the ecosystem to get this right,” Google said in its blog post. “This is important to avoid jeopardising the business models of many web publishers which support freely available content.

“By providing privacy-preserving technology, we as an industry can help ensure that cookies are not replaced with alternative forms of individual tracking, and discourage the rise of covert approaches like fingerprinting.”

Google added it’s going to continue to work with the web and advertising community to create more private approaches to key areas, including ad measurement, delivering relevant ads and content, and fraud detection.

Google has set up a two-stage transition period for implementation, starting in Q4 2022, with stage two transition set to begin in Q3 2023. The discussion phase for FLoC and Fledge ends at the end of Q2 2022.


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