Google Privacy Sandbox’s FLoC shows early promise for differential privacy

Google Chrome’s Federated Learning of Cohorts (FLoC), one of a number of APIs Google Chrome has been developing and testing as part of its Privacy Sandbox in the last year, is the subject of a new white paper published by GitHub. Google reports being ‘very pleasantly surprised,” by results so far for FLoC as an advertising industry alternative to use of third-party cookies. FLoC uses machine learning algorithms to group people into segments by behavior and interests while at the same time keeping them unidentifiable by not revealing specific identifiers.