In a nutshell, Google Floc is a new algorithm that Google plans to use to determine which websites and pages will rank higher and more relevant in search results. It is due to be released in the next few months, and we expect that it will be used on all Google searches and webpages, that use Google’s search and content serving algorithms. As the name of the algorithm suggests, it is all about figuring out what pages and websites are the most popular.

The Google floc algorithm is a machine learning based spam detection system that sifts through large amounts of text and automatically classifies all content as either spam or not spam. It is based on the popular clustering algorithm k-means. The floc algorithm is an automated version of the same algorithm k-means, which is used to cluster similar data.

Every day, countless people around the world rely on Google to help them find the answers they need, whether it’s for work or school or day-to-day life. Whether you’re making a search for the latest movie ticket deals or researching the best knife to buy for your next camping trip, Google can help you find the answers you’re looking for.

Third-party cookies and the Internet have evolved together; the first cookie, developed by Lou Montulli in 1994, was intended to assist websites remember users and their preferences, but as the Internet expanded, it began to be exploited for user monitoring and targeted advertising.

Things got out of hand to the point that the Internet became a boomerang, with the things people looked for online following them in the form of advertising.

To address this issue, popular browsers such as Firefox and Safari disabled third-party cookies. The GDPR, for example, attempted to limit the use of third-party cookies by requiring any website that uses them to get user permission before storing them on its servers.

Unfortunately, this legislation was ineffective since users just agreed to all of the cookies. In reality, the GDPR has the unintended consequence of making third-party monitoring consent-based. 

Despite the fact that popular browsers such as Safari and Firefox have ceased utilizing third-party cookies, Google has continued to use these tracking text files. After all, the business is in the ad tech industry, and the usage of third-party cookies aids in user profiling and targeted advertising.

As a result, Google intends to phase out third-party cookies by the end of 2023, according to this announcement. So, would Google’s action make users’ lives on the Internet more private, or will it have the opposite impact as the GDPR?

We’ll speak about Google Floc in this post, a new technology that will replace third-party cookies.

Google has begun testing Floc in Australia, Canada, Brazil, Indonesia, Japan, India, Mexico, New Zealand, the Philippines, and the United States, and you can see whether your browser is one of them by going here.

See also: What is an iCloud private relay? Is it a better alternative to a VPN?

Google Floc, or Federated Learning of Cohorts, is a group-based targeted advertising technique that protects consumers’ personal information from marketers.


Simply stated, Floc will combine individuals who have similar browsing patterns and then label them based on their behaviors. Advertisement firms will be provided this labeled information, and they will be able to deliver tailored ads to these groups.

The following is a quick rundown of how Floc works:

  • On the user’s browsing history, Google Chrome will run an algorithm (Simhash) locally.
  • The algorithm will provide a vector that will be used to group people together.
  • Google will categorize the group based on the user’s browsing behavior.
  • Advertisement firms will be given Cohort IDs in order to deliver targeted advertisements.

Google will conduct the grouping operation on a weekly basis, categorizing users into various cohorts depending on their browsing patterns.

Also see: How can I turn off or on cookies in Microsoft Edge?

Now that we know how Google Floc works, we can consider the benefits it offers over the previous monitoring system.

Google Floc does not give detailed personal information to advertising firms since it aggregates individuals based on their surfing patterns.

In the case of third-party cookies, each user’s profile was built based on their browsing patterns, and subsequently advertisement IDs for these users were provided to advertising firms. Several businesses, according to Google, combined user personal information with advertising IDs to identify users on the Internet, despite the fact that these IDs were anonymous.

Users will have greater privacy with Google Floc since they will no longer be connected to a personal identifier on the Internet. Instead, they’ll be assigned to a group of people who have similar browsing patterns.

Also see: How to Allow Cookies on a MacBook.

Despite the fact that Google Floc attempts to improve on the previous tracking architecture, it still has several shortcomings, which are mentioned below:

Google has a monopoly on the advertising market.

We all know that monopolies are bad, and Google Floc is attempting to dominate the advertising business.


Any company may generate a third-party cookie and then follow users throughout the Internet in the world of third-party cookies. Other ad firms will be unable to generate third-party cookies as a result of Google Floc, and will have to rely on Google for tracking data.

Other browsers, such as Edge and Firefox, have boycotted Google Floc and will not support the technology in their browsers as a result.

Companies that monitor people will have a new way to track them.

Companies employ browser fingerprinting in addition to third-party cookies to monitor users. Companies will be able to improve fingerprinting accuracy after Floc is used.


Despite Floc’s efforts to keep user surfing history private, the Privacy section of Google Floc’s Github website states:

This API gives any site that opts in access to certain information about an individual’s general browsing history (and therefore, general interests). … Sites that have access to a person’s PII (for example, when they join in with their email address) may be able to track and disclose their cohort. This implies that information about a person’s interests may become public in the future.

With this information, one may conclude that websites can easily deanonymize individuals, which is a significant privacy issue. Furthermore, the nations in which Floc is being tested are not covered by the GDPR, indicating that the implementation is flawed.

Also see: From Human to Superhuman: Human Augmentation


Curiosity drives a tech fanatic. A traveler and a bibliophile. An engineer who enjoys coding and writing about new technologies. I can’t go a day without coffee.

Nischay may be reached through email at [email protected].

Google has announced that it has purchased data-sharing startup Floc Labs , which specializes in “a distributed system that allows for more effective data sharing across various Google services, including search, advertising, email, and analytics.” Google Floc is described as “a distributed system that allows for more effective data sharing across various Google products. It is designed to reduce the burden of data silo creation for large-scale data processing, and allow data to be shared across Google products through a common API. It also makes it easier to share data across services than by having developers write their own wrappers.”. Read more about google floc github and let us know what you think.

Frequently Asked Questions

Why is Google FLoC bad?

Google FLoC is bad because it doesnt work.

How does FLoC work Google?

FLoC stands for Fluid Locomotion Control. It is a system that allows the user to control their character in a 3D environment by moving their body.

How do I disable Google FLoC?

To disable Google Floc, go to Settings > Privacy and Safety > Location Services and turn off the toggle switch for Google FLoC.

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