Launched in Chrome 89, Google's experimental deployment of the FLoC technology, aimed at replacing tracking cookies, has faced resistance from the community. After implementing FLoC, Google plans to completely end support for third-party cookies when accessing sites other than the current page's domain in Chrome\/Chromium. Currently, selective testing of FLoC is being conducted on a small percentage of Chrome 90 users, and FLoC support is also included in the Chromium codebase. <\/p>\n
Opponents of FLoC argue that this technology does not completely eliminate user tracking, but instead replaces one form of targeting with another, potentially creating new issues while attempting to solve existing ones. For instance, FLoC creates conditions for user discrimination based on their preferences and viewpoints. <\/p>\n
Reactions from some projects regarding the integration of FLoC into the Chromium codebase: <\/p>\n
If the proposal is approved, FLoC will be disabled by default on all sites automatically applying WordPress updates. For those who want to use FLoC, there will be an option to disable the transmission of the header \"Permissions-Policy: interest-cohort=()\". A similar FLoC prohibition is also proposed to be included by default in the significant release of WordPress 5.8, but it is scheduled for July and may not be ready in time for the widespread inclusion of FLoC, hence the consideration of disabling FLoC via an interim update. <\/p>\n
In the comments, not everyone agreed on the advisability of releasing such an update, arguing that issues of security should not be mixed with concerns about privacy. Abuses of the changes proposed in automatically installed updates could lead to a loss of trust in such updates. <\/p>\n
Let's recall that the FLoC API (Federated Learning of Cohorts) is designed to determine users' interest categories without individual identification and without linking to browsing history on specific sites. FLoC allows the identification of groups of users with similar interests without identifying individual users. A user's interests are defined using 'cohorts,' short labels describing different interest groups. Cohorts are computed on the browser side using machine learning algorithms applied to browsing history data and the content viewed in the browser. Details remain on the user's side, while only general information about the cohorts, reflecting interests and allowing relevant advertising without tracking a specific user, is transmitted externally. <\/p>\n
The main risks associated with the implementation of FLoC: <\/p>\n
Additionally, it is worth noting that representatives from the advertising industry are developing other alternative identification methods that could be used to track users in the event third-party cookies are blocked in Chrome. For instance, The Trade Desk has proposed the UID2 (Unified Identifier) technology, implementing a user identification mechanism that operates in cooperation with website owners. The UID2 identifier is generated based on information provided by the user upon registration on the site, such as email, phone number, or social media account details. Based on the encryption of UID2\u2019s content, a token is created by the infrastructure coordinator, which the site owner can pass to advertising networks. Authorized advertising networks can obtain keys to decrypt the token and retrieve the original UID2, which can be used to build a comprehensive user profile aggregating information from various sources. \u0417\u0430\u043f\u0443\u0449\u0435\u043d\u043d\u043e\u0435 \u0432 Chrome 89 \u044d\u043a\u0441\u043f\u0435\u0440\u0438\u043c\u0435\u043d\u0442\u0430\u043b\u044c\u043d\u043e\u0435 \u0432\u043d\u0435\u0434\u0440\u0435\u043d\u0438\u0435 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0438 FLoC, \u0440\u0430\u0437\u0432\u0438\u0432\u0430\u0435\u043c\u043e\u0439 \u043a\u043e\u043c\u043f\u0430\u043d\u0438\u0435\u0439 Google \u0434\u043b\u044f \u0437\u0430\u043c\u0435\u043d\u044b \u043e\u0442\u0441\u043b\u0435\u0436\u0438\u0432\u0430\u044e\u0449\u0438\u0445 \u043f\u0435\u0440\u0435\u043c\u0435\u0449\u0435\u043d\u0438\u044f Cookie, \u0441\u0442\u043e\u043b\u043a\u043d\u0443\u043b\u043e\u0441\u044c \u0441 \u0441\u043e\u043f\u0440\u043e\u0442\u0438\u0432\u043b\u0435\u043d\u0438\u0435\u043c \u0441\u043e \u0441\u0442\u043e\u0440\u043e\u043d\u044b \u0441\u043e\u043e\u0431\u0449\u0435\u0441\u0442\u0432\u0430. \u041f\u043e\u0441\u043b\u0435 \u0432\u043d\u0435\u0434\u0440\u0435\u043d\u0438\u044f FLoC \u043a\u043e\u043c\u043f\u0430\u043d\u0438\u044f Google \u043f\u043b\u0430\u043d\u0438\u0440\u0443\u0435\u0442 \u0432 Chrome\/Chromium \u043f\u043e\u043b\u043d\u043e\u0441\u0442\u044c\u044e \u043f\u0440\u0435\u043a\u0440\u0430\u0442\u0438\u0442\u044c \u043f\u043e\u0434\u0434\u0435\u0440\u0436\u043a\u0443 \u0441\u0442\u043e\u0440\u043e\u043d\u043d\u0438\u0445 Cookie, \u0432\u044b\u0441\u0442\u0430\u0432\u043b\u044f\u0435\u043c\u044b\u0445 \u043f\u0440\u0438 \u043e\u0431\u0440\u0430\u0449\u0435\u043d\u0438\u0438 \u043a \u0441\u0430\u0439\u0442\u0430\u043c, \u043e\u0442\u043b\u0438\u0447\u043d\u044b\u043c \u043e\u0442 \u0434\u043e\u043c\u0435\u043d\u0430 \u0442\u0435\u043a\u0443\u0449\u0435\u0439 \u0441\u0442\u0440\u0430\u043d\u0438\u0446\u044b. \u0412 \u043d\u0430\u0441\u0442\u043e\u044f\u0449\u0435\u0435 \u0432\u0440\u0435\u043c\u044f \u0443\u0436\u0435 \u043f\u0440\u043e\u0432\u043e\u0434\u0438\u0442\u0441\u044f \u0432\u044b\u0431\u043e\u0440\u043e\u0447\u043d\u043e\u0435 \u0442\u0435\u0441\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435 FLoC \u043d\u0430 \u043d\u0435\u0431\u043e\u043b\u044c\u0448\u043e\u043c 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Source: opennet.ru<\/a> <\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"