[ad_1] Google quietly concluded its FLoC (Federated Learning of Cohorts) origin trial this week. The trial was part of Google’s Privacy Sandbox initiative, a suite of new technologies designed to replace third-party cookies, fingerprinting, and other commonly-used tracking mechanisms. This particular experiment groups people together based on browsing habits and labels them using machine learning. FLoC’s trial was scheduled to end Jul 13, 2021, and Google has decided to remove the project from the testing phase while analyzing feedback. “We’ve decided not to extend this initial Origin Trial,” Google senior software engineer Josh Karlin said in thread on Chromium’s Blink Developers group forum. “Instead, we’re hard at work on improving FLoC to incorporate the feedback we’ve heard from the community before advancing to further ecosystem testing.” The controversial experiment has been met with opposition from privacy advocates like makers of the Brave browser and EFF who do not perceive FLoC to be a compelling alternative to the surveillance business model currently used by the advertising industry. Amazon, GitHub, Firefox, Vivaldi, Drupal, Joomla, DuckDuckGo, and other major tech companies and open source projects have already opted to block FLoC by default. So far, Twitter has been the first major online platform that appears to be on board with FLoC after references to it were recently discovered in the app’s source code. Google’s initial efforts in presenting FLoC failed to gain broad support, which may have contributed to the company putting the brakes on its plan to phase out third-party cookies in Chrome by 2022. As the advertising industry yields to pressure from the last few years of privacy legislation, third-party cookies will be on their way out in what is colloquially known as the “Cookie Apocalypse.” Google has postponed this milestone for Chrome to begin in mid-2023 and end in late 2023. “We need to move at a responsible pace,” Chrome Privacy Engineering Director Vinay Goel said. “This will allow sufficient time for public discussion on the right solutions, continued engagement with regulators, and for publishers and the advertising industry to migrate their services. This is important to avoid jeopardizing the business models of many web publishers which support freely available content.” Discussion on a proposal for WordPress to block FLoC has stalled in Trac but may have been premature in the first place if FLoC doesn’t end making it to further testing. Proponents of blocking FLoC saw WordPress’ support or opposition as critical to the success or failure of FLoC adoption on the web. A recent article on the WordPress.com VIP blog titled “Goodbye, Third-Party Cookies, Hello Google’s FloC,” indicates that Automattic may be straddling the fence on the controversial new technology: FLoC has its plus points. But it isn’t as privacy-focused as we would like, and can lead to discriminatory practices, as described above. Then there’s the concern of letting Google dominate yet another aspect of tech. Google also plans to charge any third-party tracking company for use of any of the data it has collected. For the time being, it looks like major tech platforms are off the hook for taking an active position on FLoC since it has been sent back for major modifications. In the most recently updated timeline for Privacy Sandbox milestones, Vinay Goel said Google received “substantial feedback from the web community during the origin trial for the first version of FLoC.” At the conclusion of its origin trial, FLoC seems far from ready for adoption, having failed to gain a foothold in the industry. The concern is that Google may ram FLoC through anyway using the weight of Chrome’s market share, despite the web community’s chilly reception. Although these proposed changes to ad tech will impact the entire industry, as well as regular internet users, Google does not intend to disclose any of the private feedback the company received during FLoC’s origin trial. “The main summary of that feedback will be the next version, and you can surmise based on what features (and the reasoning for these changes) are available in the next version,” Google mathematician Michael Kleber said during a recent Web Commerce Interest Group (WCIG) meeting. Privacy advocates want to see more transparency incorporated into this process so that major concerns are not left unaddressed, instead of leaving it to stakeholders across the web to try to deduce what Google has solved in the next version of FLoC. Overhauling the advertising industry with new technologies should be done in the open if these changes are truly intended to protect people’s privacy. Like this: Like Loading… [ad_2] Source link
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Chrome Canary Adds Flag for Disabling FLoC Testing – WordPress Tavern
[ad_1] Google’s controversial Federated Learning of Cohorts (FLoC) experiment now has a feature flag within Chrome Canary (the nightly build of Chrome for developers) that allows users to opt out. In January 2020, Google announced its plans to discontinue support for third-party cookies in Chrome within two years. The first bits and pieces of the company’s Privacy Sandbox initiative started landing in Chrome in December 2020 with an initial flag to disable it. FLoC, Google’s proposed replacement for third-party cookies, began testing as a developer origin trial in Chrome at the end of March 2021. In Canary, users can navigate to chrome://flags/#privacy-sandbox-settings-2 to find the Privacy Sandbox Settings 2 flag. Relaunch Canary to save the changes. This will unlock the box that allows users to either reset their FLoC group or opt out of FLoC entirely. The new setting is available under chrome://settings/privacySandbox: If the setting remains enabled, which is the default, Chrome will group users into cohorts based on recent browsing activity and then advertisers select ads for the entire group. Browsing activity for the individual is “kept private on your device,” but Chrome certainly has access that information by way of mediating the cohorts. Google notes that the trial is currently only active in some regions. Users can also opt out of Privacy Sandbox trials on the same page. Current trials include the following: Advertisers and publishers can use FLoC Advertisers and publishers can study the effectiveness of ads in a way that does not track you across sites Google has not specified how users would opt out of FLoC if the experiment is successful and moves forward. Organizations and site owners who are currently on the fence about it may go either way depending on how easy it is for Chrome users to opt out themselves. “Instead of comparing FLoC to its predecessor, third party cookies, I feel it’s actually more like the Facebook Pixel – mostly in the sense that it’s controlled by a single surveillance capital company,” WordPress core contributor Roy Tanck commented on the trac ticket for the discussion. “FLoC may not be quite as nefarious, but I feel it should be something website owners consciously opt into. “WordPress has always advocated for a free and open web, and FLoC appears to actively harm that goal. I think WordPress should take a stand against this, and do it now.” A few others have chimed in on the ticket recently as other open source projects have started blocking FLoC by default. Plugin developer David McCan’s comment referenced analytics data published in early May suggesting that US users choose to opt out of tracking 96 percent of the time following the changes in iOS 14.5. “There is no doubt that coming down on the side of user privacy vs user tracking is the right thing to do,” McCan said. “Which headline would we rather see? ‘By default millions of WordPress websites are allowing users to be tracked’ or ‘WordPress takes steps to block user tracking making millions of websites around the world safe to visit?’ “We already have a policy that opt-in by default tracking’ is not allowed in plugins hosted by WordPress. This is because we recognize the responsibility and benefit of protecting user privacy.” During a live marketing event Google hosted at the end of last week, Jerry Dischler, vice president and general manager of Ads, addressed the recent privacy concerns surrounding FLoC. “We’ll be using these [Privacy Sandbox] APIs for our own ads and measurement products just like everyone else, and we will not build any backdoors for ourselves,” Dischler said. Dischler also reaffirmed Google’s commitment to moving away from third-party cookies. “Third-party cookies and other proposed identifiers that some in the industry are advocating for do not meet the rising expectations consumers have when it comes to privacy,” he said. “They will not stand up to rapidly evolving regulatory restrictions; they simply cannot be relied on in the long term.” Google bears the burden of reassuring advertisers that effective advertising is still possible as the company moves beyond tracking cookies. It is aiming to future-proof advertisers’ measurement of campaign performance with what it claims are “privacy-safe solutions.” The company is pushing hard for advertisers to adopt these new techniques, promising more actionable first-party conversion data. Although consumer expectations have changed, FLoC may not be the answer to the need for a privacy-preserving advertising model. So far it looks like Google will have an uphill battle to gain more broad support from browsers, advertisers, and consumers. Like this: Like Loading… [ad_2] Source link
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