FLoC: What it is and how it will change the future of digital advertising

Federated Learning of Cohorts (FLoC) is a new way for companies to reach consumers by bringing together large groups of people with similar interests. But what role will this program play in a privacy-first world?

Ivan de Souza

Aug 10, 21 | 10 min read
What is Google FLoC?
Reading time: 7 minutes
As a Digital Marketing specialist , you’ve probably noticed a tremendous push from consumer groups to limit the amount of personal or sensitive information that brands and businesses have access to.

New regulations are changing the advertising

landscape all the time, leading some of the list of mauritius consumer email biggest tech companies to make massive changes to how they allow data collection and use.

While there has been much talk about data collection practices for iOS users, there is also a noticeable shift underway at Google.

FLoC is essentially the search engine giant’s solution to give its users the protection they want while also making it possible for advertisers to use a targeted approach.

Here’s what you need to know about FLoC, Google’s new feature, and how it impacts digital marketing and privacy.

In this article we will cover the following topics:

FLoC is still in the testing phase, meaning the details

of how advertisers will be able to use it effectively are yet to be seen. However, we do know that it should work in a similar way to current affinity audiences.

This means that it is still possible roas: understand what it is and how to invest wisely in your advertising to target specific advertising to a group audience, much like how certain classification groups worked in the past. But how this works alongside the retargeting process is still unclear.

As far as we can tell, Google insists that this new algorithmic approach is still a very convenient way to reach the right audience at the right time.

It will be interesting to see how this is bw lists implemented and the various ways marketers find to target specific buyer personas as the program is rolled out.