MENUMENU
  • Services
    • Services
      • Search Engine Optimization
      • International Search Marketing
      • Local Search Marketing
      • Pay Per Click Advertising
      • Social Media Marketing
      • Email Marketing
      • Conversion Rate Optimization
      • Public Relations
      • Website Design & Development
      • Reporting & Analytics
      • Amazon Marketing Services
      • Digital Marketing Strategy
      • Franchise Marketing
  • About Us
    • About Ignite Visibility
      • Careers
      • Clients
      • Our Values
      • Our Story
      • Our Team
      • UCSD Extension Courses
      • Diversity & Inclusion
  • Thought Leadership
      • Our Blog
      • Podcast
      • SEO: The Movie
      • Social Media Marketing: The Movie
      • Book: The Forecaster Method
      • Attend Our Next Digital Marketing Event
  • Contact
  • 619.752.1955
Home / Industry News / Meet FLoC: Google’s Replacement for Cookies – Breaking News

Meet FLoC: Google’s Replacement for Cookies – Breaking News

February 2, 2021 By John E Lincoln

With concerns about privacy all the rage these days, Google is looking for a solution to cookies. It may have found that solution in FLoC.

FLoC stands for “Federated Learning of Cohorts.” It’s a ridiculously academic term that basically means “putting people in a group.”

Why is that important? Because when people are part of a larger audience, their individual details are lost in the crowd.

The solution also keeps people’s web history private on a browser.

In this article, I’ll go over what we know about FLoC so you can be ready for that ultimately cookieless world.

What Are Cookies?

If you’re brand new to this digital marketing thing you might not even know about cookies. So what are they?

They’re little text files stored in your browser. Websites put them there so that they can identify you the next time you arrive.

Sometimes cookies will store important data like a username and password. Other times, they store less important info like your preferences on a website.

So why is there any controversy about them? Because of privacy issues.

You see, it’s not just websites you visit that put cookies in your browser. The advertisers on those sites do so as well.

Those are called third-party cookies. And they effectively tell advertisers about all the websites you’ve visited.

And you might not want some of those people to know about your browsing history.

That’s why companies like Google are moving to a solution that doesn’t involve cookies.

Enter FLoC

FLoC is an API that will ultimately exist as an extension in Google Chrome. It will create groups of users who share common interests.

Then, advertisers can target those groups as opposed to targeting individuals within groups.

But does it work?

Yep. At least according to Google.

The company says that it’s already run some tests showing “at least 95% of the conversions per dollar spent when compared to cookie-based advertising.”

And check this out: Google says you can run your own simulations right now. Just follow the principles in its FLoC whitepaper.

Google also says that results vary based on audience.

That makes sense. Some audiences have more data available than others. And that additional data gives marketers more opportunities for accurate targeting.

When Is All This Happening?

So when is FLoC getting released? The target date is sometime in March.

By the way, that means it’s getting released with the next version of Chrome.

Google hopes to get advertiser tests running in Q2.

But that still puts it in testing mode. When does the production release rollout?

That depends. If testing goes well and advertisers give promising feedback, you might see something by the end of the year.

But if Google gets complaints and strategists say that they’re wasting advertising dollars on audiences that don’t fit into their target markets, then Google will have to go back to the drawing board.

Nobody can say how long it will take the Big G to iron out those wrinkles.

What About First-Party Cookies?

I mentioned above that the real threat to privacy from cookies comes from third-party cookies (usually cookies placed in browsers by advertisers).

But what about first-party cookies? Don’t marketers have a right to target people who’ve visited their own sites?

Google admits that there’s a business need to target people based on first-party cookies. That’s why the company proposed something called “FLEDGE.”

That’s not an acronym. It’s the name of a young bird.

It’s based on TURTLEDOVE, a proposal that outlines how marketers can handle retargeting while still respecting the privacy of website visitors.

Google will make that solution available for testing later this year as well.

And, once again, the date of the final release depends on the results of those tests.

first vs. third party cookies

Difference Between First and Third Party Cookies

Wrapping It Up

Google wants you, the marketer, to get the most out of your ad spend by targeting people who will likely become customers.

However, the company still wants to respect the privacy rights of people who browse the web.

FLoC is a solution that represents the best of both worlds. It gives you the opportunity to reach people in your target market without spilling the beans about the browsing histories of individuals within that market.

It’s a welcome development.

About John E Lincoln

John Lincoln (MBA) is CEO of Ignite Visibility (a 2017, 2018, 2019 and 2020 Inc. 5000 company) a highly sought-after digital marketing strategist, industry speaker and author of two books, "The Forecaster Method" and "Digital Influencer." Over the course of his career, Lincoln has worked with over 1,000 online businesses ranging from small startups to amazing clients such as Office Depot, Tony Robbins, Morgan Stanley, Fox, USA Today, COX and The Knot World Wide. John Lincoln is the editor of the Ignite Visibility blog. While he is a contributor, he does not write all of the articles and in many cases he is supported to ensure timely content.

You may also like:


  • Breaking Digital Marketing News (Updated Every Friday)

  • Christine Hsu Evans, Chief Marketing and Strategy Officer at Headspace…

  • Clutch Highlights Ignite Visibility As a Top SEO Company for…
  • Tim Ellis Marketer of the Week
    Tim Ellis, Chief Marketing Officer for the National Football League…

Search Here

NEWSLETTER // SIGN UP NOW

About The Editor

John E Lincoln, CEO

John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and a 6x Inc. 5,000 company. Lincoln is consistently named one of the top marketing experts in the industry. He has been recipient of the Search Engine Land "Search Marketer of the Year" award, named the #1 SEO consultant in the USA by Clutch.co, most admired CEO and 40 under 40. Lincoln has written two books (The Forecaster Method and Digital Influencer) and made two movies (SEO: The Movie and Social Media Marketing: The Movie) on digital marketing. He is a digital marketing strategy adviser to some of the biggest names in business. John Lincoln is the editor of the Ignite Visibility blog. While he is a major contributor, he does not write all of the articles.

LEARN MORE ABOUT JOHN

Contact Us. Let’s Chat!

  • Hidden

Marketing Guides

SEO In 2020: How To Prepare For Major Disruption

"SEO: The Movie" - Have You Seen Our Film? Watch Now

"Social Media Marketing: The Movie" - Have You Seen Our Film? Watch Now

Amazon Seller Central vs Vendor Central

Listen To The Podcast Featuring The Best Minds In Marketing

John Lincoln Interviews Global Director of Digital Marketing & Strategy at Qualcomm, Jessica Jensen

Check Out 227 Free Online Marketing Classes

The 2020 Guide To Dominating SEO With Advanced Schema

Learn More About Our Digital Marketing Agency

Learn More About Our SEO Services

Learn More About Our Paid Media Services

SELECT CATEGORY

Become A Contributor

Interested in writing for Ignite Visibility?

APPLY NOW

Services

  • Search Engine Optimization
  • Pay Per Click Management
  • Conversion Rate Optimization
  • Website Design & Development
  • Social Media Company
  • Public Relations
  • Amazon Marketing Services
  • Franchise Marketing
  • International Services
  • Digital Marketing Agency Services

About

  • Our Team
  • Our Values
  • Clients
  • Reviews
  • UCSD Extension Courses
  • Careers
  • Tools & Resources
  • Sitemap

Contact

4250 Executive Square, Suite 100
La Jolla, California 92037

619.752.1955

Join The Newsletter

Sign up for our newsletter to get the latest from Ignite Visibility.

google parther logo

©2023 Ignite Visibility. All Rights Reserved. Privacy Policy