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

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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.

Initial testing of FLoC—short for Federated Learning of Cohorts—is taking place with a small percentage of users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, Philippines and the U.S. Companies outside of Google will be able to test the developing technologies for the first time.

The launch of the developer origin trial was confirmed in a blog post by Marshall Vale, Chrome product manager, which also revealed a scheduled update in the settings of Google Chrome that will enable users to opt out of inclusion in the FLoC experiments.



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