• Corpus ID: 246431015

Privacy Limitations Of Interest-based Advertising On The Web: A Post-mortem Empirical Analysis Of Google's FLoC

  title={Privacy Limitations Of Interest-based Advertising On The Web: A Post-mortem Empirical Analysis Of Google's FLoC},
  author={Alex Berke and Dan Calacci},
In 2020, Google announced it would disable third-party cookies in the Chrome browser to improve user privacy. In order to continue to enable interest-based advertising while mitigating risks of individualized user tracking, Google proposed FLoC. The FLoC algorithm assigns users to "cohorts" that represent groups of users with similar browsing behaviors so that third-parties can serve users ads based on their cohort. In 2022, after testing FLoC in a real world trial, Google canceled the proposal… 

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