floc

Indeed, Google had told marketers that June would be the month they would get to kick the tires on one of the most anticipated — if controversial — parts of its Privacy Sandbox in FLoCs as far back as January.

Without the necessary scale, seeing the true effectiveness of FLoCs was always going to be a challenge.

In fact, it could be argued that the targeting options made available to advertisers via FLoCs could be perceived as too personal to the end-user.

So there could be a sting in the tail regarding whether federated learning is deemed safe by a Data Protection Addendum if there’s no consent manager involved when FLoCs are being sorted.

That’s because FLoCs won’t be created by Google or any other company using them, per se.