Google will not make FLoC-based cohorts available for testing in countries where GDPR and the ePrivacy Directive are in effect. During a meeting of the Improving Web Advertising Business Group (IWABG) at the World Wide Web Consortium on Tuesday, Michael Kleber, a Google engineer, acknowledged that FLoCs might not be compatible with European privacy law.
“For countries in Europe, we will not be turning on origin trials [of FLoC] for users in EEA [European Economic Area] countries,” Kleber said.
FLoC is designed to help advertisers perform behavioral targeting without third-party cookies. A browser with FLoC enabled would collect information about its user’s browsing habits, then use that information to assign its user to a “cohort” or group.