In short, Google’s Chrome update is supporting publishers and advertisers to access FLoC audiences through their marketing platforms/campaigns, meaning the impact to advertisers and publishers is thought to be low.
Google’s tests of FLoC show that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising. Using the same puppy example, with FLoC, you would have been thrown into the “interested in buying a pet” bundle, but you as a specific user wouldn’t have been identified. This is meant to keep your data more secure while allowing users to be bundled into interest and behaviour categories for marketing purposes. You might have issues when you save, copy, or attach files. When you install this KB: This update addresses a known issue that affects 32-bit apps that are large address aware and use the CopyFile API. Privacy Sandbox technology for interest-based targeting (FLoC) will bundle users into interest buckets instead of identifying a single person and record their behaviours and interests. This security update includes improvements that were a part of update KB5026446 (released May 24, 2023). Unlike other browsers, Google announced a new initiative that will increase privacy for users while still allowing advertisers to build behavioural audiences for marketing targeting purposes the best of both worlds, if you will.
Google recognises that privacy and security is compromised through third-party cookies and have announced they will block them with their new Chrome browser update. How Google’s Chrome Update is Creating a New Way Forward for Privacy and Advertising Effectiveness
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