{"id":15188,"date":"2021-03-11T10:26:29","date_gmt":"2021-03-11T18:26:29","guid":{"rendered":"https:\/\/www.privateinternetaccess.com\/blog\/?p=15188"},"modified":"2021-03-11T11:17:15","modified_gmt":"2021-03-11T19:17:15","slug":"experts-doubt-the-privacy-claims-of-googles-federated-learning-of-cohorts-ad-targeting-model","status":"publish","type":"post","link":"https:\/\/www.privateinternetaccess.com\/blog\/experts-doubt-the-privacy-claims-of-googles-federated-learning-of-cohorts-ad-targeting-model\/","title":{"rendered":"Experts doubt the privacy claims of Google’s Federated Learning of Cohorts ad targeting model"},"content":{"rendered":"

Google\u00a0recently declared that\u00a0it\u00a0will\u00a0stop selling targeted ads based on your internet history\u00a0as provided by third party\u00a0cookies, and\u00a0is instead working on a new\u00a0privacy conscious\u00a0way for advertisers to target internet users\u00a0called\u00a0Federated Learning of Cohorts (FLoC).\u00a0What this means is that third party cookies are on the way out; and Google is loudly claiming that this is a new leaf for the company. In the post cookie world that Google envisions, they will instead use\u00a0FLoC\u00a0\u00a0as a way to track meaningful data\u00a0(like internet history)\u00a0from\u00a0Google Chrome users\u00a0in cohorts instead of\u00a0individuals\u00a0\u2013 and allow ad buyers to target ads at cohorts instead of individuals.<\/p>\n

The thing\u00a0is,\u00a0the\u00a0FLoC\u00a0model has attracted a lot of criticism from privacy experts. As an example, the\u00a0Electronic Frontier Foundation<\/a>\u00a0calls it a \u201cterrible idea.\u201d\u00a0Others such as\u00a0Pieter\u00a0Artnz\u00a0of\u00a0MalwareBytes<\/a>\u00a0wonder if tracking is just being better concealed.<\/p>\n

No individual tracking doesn\u2019t equate to\u00a0private<\/p>\n

Google\u2019s Director of Product Management for Ads Privacy and Trust,\u00a0David Temkin, wrote in a\u00a0blogpost<\/a>:<\/p>\n

\u201cToday, we\u2019re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.\u00a0Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers.\u201d<\/p>\n

According to Google, the\u00a0FLoC\u00a0model is 95% as effective as\u00a0third party\u00a0cookies so the advertising industry shouldn\u2019t be worried.\u00a0Google\u2019s flowery words are a great marketing move, but they aren\u2019t as good for privacy as suggested.\u00a0Third party cookies have been on the way out for\u00a0awhile, and Google isn\u2019t the only browser to take steps to reduce their tracking efficacy and leading competitors Firefox and Safari have also taken steps to limit third party cookies. However, Google is leading the charge to replace third party cookies with another type of real time ad tracking tool\u00a0\u2013 one that Google is uniquely able to benefit from\u00a0due to the market share\u00a0of Google Chrome.<\/p>\n

How does\u00a0FLoC\u00a0work?<\/h2>\n

Just like third party cookies\u00a0are able to\u00a0track your internet activity and be used to create a profile of what websites you\u2019ve visited which is then used to target ads,\u00a0FLoc\u00a0would use a user\u2019s web browsing history as provided by the web browser itself (Google Chrome in this instance)\u00a0to associate with a cohort of some few thousand internet users.<\/p>\n

Writing for the EFF, Bennet Cyphers described the problems that will be aired with\u00a0FLoC:<\/p>\n

\u201cFLoC\u00a0is meant to be a new way to make your browser do the profiling that third-party trackers used to do themselves: in this case, boiling down your recent browsing activity into a behavioral label, and then sharing it with websites and advertisers.\u00a0The technology\u00a0will avoid the privacy risks of third-party cookies, but it will create new ones in the process. It may also exacerbate many of the worst non-privacy problems with behavioral ads, including discrimination and predatory targeting.\u201d<\/p><\/blockquote>\n

Google first announced its plans\u00a0to replace advertising and tracking cookies with FLOC back in 2018. Starting with Google Chrome 89, the FLOC model of advertising targeting has officially started its trial.\u00a0Chromium based browsers will also start switching to the\u00a0FLOC model over the\u00a0third party\u00a0cookie model. So far,\u00a0non Google\u00a0browsers have made moves to reduce the efficacy of\u00a0third party\u00a0cookies but\u00a0only Google has revealed their vision for a\u00a0next step for a post\u00a0third-party\u00a0cookie internet.\u00a0Based on what we know so far:\u00a0It\u2019s just as scary, from a privacy perspective.<\/p>\n","protected":false},"excerpt":{"rendered":"

Google\u00a0recently declared that\u00a0it\u00a0will\u00a0stop selling targeted ads based on your internet history\u00a0as provided by third party\u00a0cookies, and\u00a0is instead working on a new\u00a0privacy conscious\u00a0way for advertisers to target internet users\u00a0called\u00a0Federated Learning of Cohorts (FLoC).\u00a0What this means is that third party cookies are on the way out; and Google is loudly claiming that this is a new leaf … Continue reading “Experts doubt the privacy claims of Google’s Federated Learning of Cohorts ad targeting model”<\/span><\/a><\/p>\n","protected":false},"author":12,"featured_media":15189,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_stopmodifiedupdate":false,"_modified_date":"","footnotes":""},"categories":[1],"tags":[2190,213,2248,2249,2247,415],"class_list":["post-15188","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ad-tracking","tag-cookies","tag-federated-learning-of-cohorts","tag-floc","tag-google-chroome","tag-third-party"],"yoast_head":"\nExperts doubt the privacy claims of Google's Federated Learning of Cohorts ad targeting model<\/title>\n<meta name=\"description\" content=\"Google\u00a0recently declared that\u00a0it\u00a0will\u00a0stop selling targeted ads based on your internet history\u00a0as provided by third party\u00a0cookies, and\u00a0is instead working\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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