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Without the necessary scale, seeing the true effectiveness of FLoCs was always going to be a challenge.
Indeed, Google had told marketers that June would be the month they would get to kick the tires on one of the most anticipated — if controversial — parts of its Privacy Sandbox in FLoCs as far back as January.
So there could be a sting in the tail regarding whether federated learning is deemed safe by a Data Protection Addendum if there’s no consent manager involved when FLoCs are being sorted.
In fact, it could be argued that the targeting options made available to advertisers via FLoCs could be perceived as too personal to the end-user.
That’s because FLoCs won’t be created by Google or any other company using them, per se.WTF can advertisers actually do with first-party data in Google’s Privacy Sandbox?|Kate Kaye|March 23, 2021|Digiday