Internet

Google’s FLoC has no takers- Brave, Vivaldi, Edge, and Mozilla declines usage

By Tanvi Sabharwal

Google’s proposed advertising technology to replace third party cookies has no takers; Every major browser that uses the open-source Chromium project has declined to use it.

Google announced the testing of a new ad technology inside Google Chrome a few weeks ago. The Federated Learning of Cohorts, or FLoC, uses an algorithm to look at browser history and categorize people with similar browsing histories for target advertisements. It’s more private than cookies, but it’s also complicated and has some potential privacy implications if not implemented right.

FloC was implemented to be included by browsers built on open source project, like Google Chrome. As of yet, Chrome is the only browser that will be implementing FloC, other browsers such as Brave, Vivaldi, Edge, and Mozilla have declined its implementation, making the future of advertising on the web foggy.

Tags: Brave Edge FloC Google Google Chrome Mozilla Vivaldi

Tanvi Sabharwal

Tanvi Sabharwal is a graduate in Economics with experience in marketing and strategy. A media enthusiast, she has a deep-rooted interest in social policy and development. Tanvi is currently working as a Business and Current Affairs reporter at USAnewshour.com and can be reached at tanvi.sabharwal21@gmail.com