---
title: "Google's FLoC is a really awful idea."
date: 2021-04-24T14:33:00+01:00
author: John Henry Donovan
canonical_url: "https://johnhenry.ie/blog/2021/04/googles-floc-is-a-really-awful-idea"
section: Blog
---
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# Google’s FLoC Is A Really Awful Idea.

Posted on 24th April, 2021

Nice take from [Jeremy Keith](https://adactio.com) on FLoC (Federated Learning of Cohorts). Google Chrome is running an origin trial that allows for behavioural advertising. Jeremy [argues that](https://adactio.com/journal/18046) this is not a technology that serves the end-user. It is a technology that serves third parties who want to target end-users and its targeting could be applied for more nefarious purposes.

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