Bye FLoC, Hello Topics API

Written by Brendan Clarke

Google have decided to drop the troublesome FLoC, something we had been expecting since last Summer. Instead, Google are going for yet another proprietary form of profiling/targeting baked into their Chrome browser.

It looks like it may do a better job of solving the GDPR issues that were preventing EU testing, but it won’t do much to calm concerns of Google extending their monopoly. I don’t believe a solution should be baked into one platform, so it will be interesting to see how other publishers and ad tech providers move forwards.