Here on the blog we have been talking on various occasions about new FLoC-API of Google with which it says to completely eliminate the use of tracking cookies and end Chrome's support for third-party cookies that are set when visiting sites other than the domain of the current page.
The API FLoC is designed to determine the category of interests of the user without identification individual and without reference to the history of visits to specific sites.
FLoCpAllows you to highlight groups of users with similar interests without identifying individual users. User interests are identified by 'cohorts', short labels that describe different interest groups.
Cohorts are calculated on the browser side applying machine learning algorithms to the browsing history data and to the content that is opened in the browser. The details remain with the user, and only general information about cohorts that reflect interests and allow them to deliver relevant advertising without tracking a specific user is transmitted to the outside.
And it is that the reason for touching the subject of the API FLoC recently the news of Google obtained a patent for its new API that will allow the company to allow the transmission of data within a network without the use of cookies.
This new it is not necessarily surprising or shocking. In fact, tech enthusiasts paying attention to the year 2021 will even have come across an occasional article about Google's plans to reduce cookie use and abandon the practice altogether.
These articles probably haven't spoken favorably on the move either, because while cookies are annoying at best and harmful at worst, the alternative is slightly better.
The tech giant replaced cookies with federated cohort learning system (FLoC), widely criticized. To very quickly summarize what this new addition to the Chrome browser is, FLoC has taken the tracking information that cookies collect for external advertisers and delivered it directly to Google in return.
The privacy-conscious users were unhappy with the move, as did third-party companies that used Google heavily as a form of advertising, and the company postponed its cookie ban until 2023. However, this new update shows that the company is far from having forgotten its initial goals.
This new patented technology allows the Chrome browser to more efficiently record the content that a user interacts with on a website. Essentially, all the content that the user interacts with is stored in the Chrome browser, and this is information that Google can later use for any specific demographics or content that the company itself has generated. However, all forms of storage consume bandwidth and computing capacity. Simply put, the more content, the slower Chrome is.
Google's flagship browser got where you are today by being the exact opposite of slow; it was their efficiency that ultimately led to the loss of less capable browsers like Microsoft Explorer. Slowness or delay in obtaining personal information about users may not be the best idea.
The new API can reduce the transmission of information from the incoming website by filtering or ignoring broadcasts that have no content. The API also enables websites to transmit data in smaller packets, saving bandwidth and computing resources and keeping Chrome faster than ever. That's great, but let's not forget that this all means that Google is extracting personal data from users more efficiently than ever.
Finally, if you are interested in being able to know more about it, you can consult the details in the following link