What is Google FLoC? How to block FLoC on Google Chrome

Google FloC makes users feel a lack of privacy when they fully exploit user data for ad optimization on Google ADs platform.

1. What is Google FLoC?

In the past years, Google used a lot of different ways to exploit user data and the most popular to this day is still Cookies. However, in recent times, Cookies are facing problems and they reduce the effectiveness of Google's advertising exploitation. Especially when there are more tools to block Cookies from 3rd sites, by this time, Google has introduced a new solution called FLoC. For FloC, Google promises to exploit more information and optimize ads for everyone.

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The FloC algorithm will help Google optimize ads much more because they track people's online usage behavior without going through Cookies. For this, Google will track data more accurately than ever, especially since they will know almost all of your interactions on the browser platform.

However, FLoC is facing the problem of excessive personal data collection because Google will track the entire browsing history with an encrypted form. When the browsers submit them, they are anonymized as anonymized ID numbers for the advertising partners to exploit. So, even if your data is collected online, Google still keeps you anonymous by generating a secret anonymous ID code, no one knows, they only know that your browser accessed this thing. , but don't know where to access it, when to access it…

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Each anonymous ID code will be counted weekly, they will be aggregated and sent to Google's central system to serve the next advertising work. This data Google can use directly or resell to its partners if they need it, usually Google will sell it to partners because they will make a big profit.

What FLoC faces is privacy, although Google says that the data is kept anonymous, but they are still a big threat. However, Google allows users to turn FLoC on and off at will, so you can change them according to your needs.

2. How to enable/disable Google FLoC on Chrome browser

As for the Google FLoC feature, you can optionally adjust them in Google's settings under the name sandbox.

Step 1: Open the Google Chrome browser on your computer and select Options => Settings.

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Step 2: Then, select the Privacy and security tab, select the Privacy Sandbox feature.

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Step 3: Finally, you just disable the Privacy Sandbox Trial feature to complete the deactivation of the FLoC feature.

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In this article, Tipsmake has shared with you a lot of information related to FLoC Google. Have a nice day!

Lesley Montoya

Update 21 November 2021