The FLoC API would enable ad-targeting based on the user’s general browsing interest, without the websites knowing their exact browsing history. In today's web, people’s interests are typically inferred based on observing what sites or pages they visit, which relies on tracking techniques like third-party cookies. User privacy could be better protected if this can be accomplished without needing to collect a particular individual's exact browsing history. OT targeted to start end of March.

Motivation

In today's web, people's interests are typically inferred based on observing what sites or pages they visit, which relies on tracking techniques like third-party cookies or less-transparent mechanisms like device fingerprinting. User privacy could be better protected if interest-based advertising could be accomplished without needing to collect a particular individual's exact browsing history.

Status in Chromium

Blink


Origin trial (tracking bug)

Consensus & Standardization

After a feature ships in Chrome, the values listed here are not guaranteed to be up to date.

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Owners

Last updated on 2022-01-22