Here we go: Google is disrupting the trajectory of the industry yet again. The Federated Learning of Cohorts (FLoC), and with it the controversial cohort concept, is buried. “Topics” is now the future — at least for now, as the implementation remains complex and the added value compared to other solutions is no longer obvious to many.
So, why did Google decide against FloC and in favour of Topics? Let’s dig deeper into the real implications of this move.
What the FLoC?
In its short life, FLoC was subject to constant criticism, mainly because interest groups would also have (indirectly) appeared in the cohorts based on sensitive topics such as religious values or sexual orientation.
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