Googgle drops FLoC for Topics

by: Artur Dziedziczak

February 3, 2022

Looks like FLoC from Google won’t be introduced to general public and company decided to make a new algorithm for personal add targeting. They not only changed name from FLoC (Federated Learning of Cohorts) which sounds scary to Topics but whole architecture is different. Is it good? Is tracking people online good? Depends who you ask but it’s good to keep an eye on this since it delays dropout of third party cookies functionality for Chrome browser which is now estimated for 2023