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Google will not run FLoC origin tests in Europe due to GDPR concerns

2021.03.29

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.

About FLoC:

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.