The FLoC API intends to provide callers (primarily ad-tech) with coarse-grained information about the user’s browsing interests, subject to the user’s settings, to aid in interest-based online advertising. The browser’s job in this API is to keep track of user interest (e.g., by monitoring navigation history), cluster that interest into an anonymous FLoC cohort, and reveal that anonymous FLoC value via script and headers.
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.
Interoperability and Compatibility
No signals from other browsers. We hope to get signals from other browsers when we have more evidence that supports the hypothesis that this can be privacy preserving and have advertising utility.
There is no compat risk, as this introduces new headers/APIs only.
The API is straightforward to use but understanding how to interpret the meaning of a FLoC may be complex.
Will this feature be supported on all six Blink platforms (Windows, Mac, Linux,
Chrome OS, Android, and Android WebView)?
Is this feature fully tested by web-platform-tests?
Not yet but they will be.
Link to entry on the Chrome Platform Status
I am of the camp that firmly believes that anything which intentionally decreases privacy by any measurable amount is an anti-feature.FLoC feels like a privacy anti-feature to me and I am strongly against this ever shipping without further justification. We should instead be encouraging contextual advertising solutions. Ad networks should target their ads based on the content being viewed, not on the 'cohort' viewing the content.