Google’s Cookie Alternative FLoC Is Now Open to Third-Party Testing

The trial will begin across North American and Asia-Pacific regions as part of the Privacy Sandbox rollout

The Google logo with darts in it
FLOC targeting forms part of Google Chrome's Privacy Sandbox initiative. Getty Images, Google

Google Chrome’s proposed alternative to third-party cookies for ad targeting, known as FLoC, is now open to external testing in certain parts of the world.

@ronan_shields Ronan Shields is Adweek's programmatic editor.