As the digital advertising industry moves towards a more personalized approach to user targeting, the data privacy of users is at the forefront of conversations. FLoC (Federated Learning of Cohorts) is a new Google Ads initiative ready to replace the current system of third-party cookies. While there are some benefits to this system, there are also some serious privacy concerns that must be addressed. In this blog, we will discuss the top three user privacy concerns regarding FLoC and explain how users can defend themselves against potential risks.
What is FLoC?
FLoC is a new Google Ads initiative ready to replace the current system of third-party cookies. It stands for Federated Learning of Cohorts and is a method of grouping users into clusters based on their browsing habits. The idea is that advertisers can target individuals within a cohort, instead of targeting all users individually. This means that users will no longer be tracked on a personal level, and their data will remain anonymous.
Privacy Concern #1: Data Collection
One of the biggest privacy concerns with FLoC is the amount of data that will be collected by Google. Google has stated that it will only track a user’s browsing habits and not any personal data. However, the data is still vast and can be useful for building detailed profiles of a user’s behavior. This data can then be beneficial to target users with personalized ads, which can be a violation of a user’s privacy.
Privacy Concern #2: Lack of Transparency
Another issue with FLoC is the lack of transparency when it comes to how the data can help. Google has been vague about the specific details of its data collection practices and how it will use the data they have collected. This lack of transparency can make it difficult for users to know exactly what data is useful and how it is being helpful, which can create a feeling of unease.
Privacy Concern #3: Potential for Discrimination
The third major privacy concern with FLoC is the potential for discrimination against certain groups of users. Since the data collected by Google can be helpful to target specific users, there is a possibility that certain groups could be unfairly targeted. This could lead to a situation where certain users are shown fewer or more ads than others, which seems like discrimination.
How to Defang FLoC
Fortunately, there are steps that users can take to protect their privacy when using FLoC. First, users should make sure that their browser’s privacy settings are ready to block third-party cookies. This will help to prevent Google from collecting data on a user’s browsing habits. Additionally, users should be aware of the types of data that Google is collecting and be sure to opt out of any data collection that they do not feel comfortable with. Finally, users can install a privacy-focused browser such as Brave, which will block all third-party tracking requests.
Conclusion
FLoC has the potential to be a major step forward for personalized digital advertising, but it also poses some serious privacy concerns for users. The three major privacy concerns with FLoC are data collection, lack of transparency, and potential for discrimination. Fortunately, users can take steps to protect their privacy, such as blocking third-party cookies and installing a privacy-focused browser. By taking these steps, users can help to ensure that their data is safe and secure.