Google gets its way... or FLoC by another name...

[fatboy]

Likely that FLoC A/B trial was present in Google Chrome only... and hopefully wouldn't have got into the more privacy-orientated chromium-based (Blink-engined) browsers such as Vivaldi and Brave?

Anyhow, FLoC probably no longer exists in current Chrome in any recognisable form? The EFF's supporting 'Am I FLoCed?' article was dated April 2021, since when the blowback FLoC received caused Google to retrench, rethink, relaunch, and resume advance as is the company's oft-repeated methodology for getting what it wants... i.e Google's long-established 'frog-boiling' approach to slowly gaining and now keeping control of both internet standards and thereby control of the massively lucrative online advertising industry.

Thus, FLoC was duly replaced with the slightly different 'Topics API' approach to user data gathering, user profiling, and user profile data auctioning in January 2022. The 'Topics API' is now part of Google's 'Privacy Sandbox' which went 'live' in Chrome 115 from 24th July 2023. No doubt there will be new A/B trials in current Chrome and other compliant Blink-engined browsers to check the frogs are boiling nicely?

Google has got its way again. When 3rd party cookies are phased-out in late 2024 = Google's 'Topics API' will control all access to user profile data = near total domination of online advertising = monopoly position enhanced = vast new goldmine!

Truly concerning and depressing, but not surprising. After this they will probably start ruining YT as well

[daemonspudguy]

As FLoC is not a mandatory feature in Chromium, and most of the non-Google contributors oppose it, no, FLoC will not affect users of Brave or Vivaldi. You still shouldn't use Brave, but avoiding FLoC isn't one of those reasons.

[Blacklab]

New Ghacks article 'Google is the master of fake Privacy features' posted today, Sunday 26Nov23.

Article author Ghacks founder Martin Brinkmann.

[Michaell]

The article headline is there but is not linked. Wonder if was he pressured to change it.

[Moonchild]

The article headline is there but is not linked. Wonder if was he pressured to change it.

You'll have to allow cookies on the site by confirming the pop-up for it (make sure it's not blocked)

[gepus]

The article headline is there but is not linked. Wonder if was he pressured to change it.

Whatever "not linked" means - if you hover over the headline the link gets displayed or if you click the headline you are directed to the article.

BTW, the site works just fine for me with cookies and scripting disabled.

[moonbat]

All this means is that they alone will have full access to your data and will reduce the ability of 3rd party advertisers from getting hold of it. Keeping your data away from them was never an option.

[Moonchild]

All this means is that they alone will have full access to your data and will reduce the ability of 3rd party advertisers from getting hold of it.

Which means more anti-trust/monopoly practices trying to force everyone to use Google ads.