Google’s current FLoC tests aren’t GDPR compliant
Questions about whether a browser assigning users into cohorts counts as a use of personal data, without consent, may be a privacy violation. FLoC, Google’s alternative to third-party cookies, will not be tested in Europe, according to a report by AdExchanger. FLoC is set to open to advertiser testing beginning in Q2 of this year, but countries that fall under GDPR and the ePrivacy Directive will not participate. “During a meeting of the Improving Web Advertising Business Group (IWABG) at the World Wide Web Consortium on Tuesday, Michael Kleber, a Google engineer, acknowledged that…
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