Snynet Solution Logo
MON - SUN: 10 AM - 6 PM
+60 11 5624 8319


Google prepares to re-write FLoC as trial period comes to an end

Image Description

The original trial of Google's Federated Learning of Cohorts (FLoC) mechanism is set to end on July 13, and the search giant has decided not to extend it, and is instead heading back to the lab to tweak it based on the feedback.

FLoC is Google’s proposed mechanism to protect individuals from being identified by unscrupulous internet marketers, without taking away all the advantages of targeted advertising.

However, the idea of lumping users into a cohort hasn’t gone down well with privacy advocates, such as the Electronic Frontier Foundation (EFF) who believe that FLoC is Google’s attempt to create a replacement for the third-party cookie.

TechRadar needs you!

We're looking at how our readers use VPNs with streaming sites like Netflix so we can improve our content and offer better advice. This survey won't take more than 60 seconds of your time, and you can also choose to enter the prize draw to win a $100 Amazon voucher or one of five 1-year ExpressVPN subscriptions.

>> Click here to start the survey in a new window <<

“The thing people take issue with is the passive collection and inference of their preferences. FLoC does that by default and broadcasts those to more sites because it's based on a first-party context,” said Ashkan Soltani, a privacy researcher and former Federal Trade Commission technologist in an interview with The Register.

Back to formula?

The news about Google’s decision to not extend FLoC’s trial came via Josh Karlin, senior software engineer at Google, in the development forum of Chromium’s rendering engine Blink. 

“We’ve decided not to extend this initial Origin Trial. Instead, we’re hard at work on improving FLoC to incorporate the feedback we’ve heard from the community before advancing to further ecosystem testing. More information soon,” wrote Karlin.

This comes even as the participants in the trial reportedly want Google to extend the trial.

Another development that will not go down well with privacy advocates is the revelation of Google mathematician Michael Kleber, who said that the company has no intentions of disclosing the feedback it has received from those testing the technology, reports The Register.

"The main summary of that feedback will be the next version, and you can surmise based on what features (and the reasoning for these changes) are available in the next version," said Kleber during a Web Commerce Interest Group (WCIG) meeting.


09 Jul 2021



Other Blog

  • With BT broadband deals going back up in price, these are the cheapest alternatives

    BT broadband deals have gone back up in price, but luckily these offers from brands like Virgin and Vodafone are cheap.

    Read More
  • Intel's 12th-generation desktop processors could support DDR5 RAM before AMD

    Leak reveals Alder Lake CPUs will be Intel's first desktop processors to support next-gen memory

    Read More
  • Don't use GitHub to merge commits, suggests Torvalds

    Linus Torvalds wants kernel developers to use the command-line to commit code to the kernel.

    Read More
  • Running Zoom on Chromebooks is about to get a whole lot smoother

    Zoom has launched a new progressive web app to improve the video conferencing experience on Chromebooks.

    Read More

Find Out More About Us

Want to hire best people for your project? Look no further you came to the right place!

Contact Us