Google’s new privacy-friendly plan FLoC likely to replace cookies

Nwachukwu Glory  - Tech Expert
Last updated: November 15, 2023
Google privacy-friendly cookies FLoC
  • Google is reportedly about to find the perfect alternative for Chrome’s cookies.
  • Chrome’s new privacy plans have shown promising results during trials.
  • The tech giant claims that FLoCs can provide 95% of the conversions to advertisers for each dollar spent against cookie-based advertising.

Google is working on its latest privacy system to replace its current cookies-based ads network on its Chrome browser. The company has already announced the plan to phase-out support for third-party cookies in the next two years.

Google revealed that its alternative privacy system had shown ‘practical’ results during recent trials. Chrome’s technology is focused on executing a new Advertising Application Programming Interface to replace cookies.