By the end of 2021 Google Third Party Cookies wants to abolish for advertising purposes. But while Apple and the Mozilla Foundation simply curtail the possibilities of advertising, that’s what Google is not an option. The large advertising konzern and coarse browser manufacturers in the world is true, in the context of his "Privacy sandbox"-Project alternatives to create today’s tracking-based advertising system.
The Group presented the latest proposal at the end of October: Federated Learning of Cohorts – short "Floc". The nuclear ideas of the new advertising system is to have a significant part of personalization to take place directly in the browser. Over techniques of machine learning the browser should automatically form an interest profile, the user "Cohort" – or: "Flock" – Composits.
To understand the system, you first have to look at the status quo. Advertising is barely booked on websites, but individually played every user due to the interest profile. This is made possible by programmatic real-time marketplaces, where advertising placements are still auctioned during the charging time in the browser.