Google postpones the implementation of FLoC to 2022Q4
Google has recently updated its monthly privacy sandbox timeline. According to official information, Google will postpone its FLoC implementation plan until 2022Q4. The reason why we want to pay attention to this change is that it may affect the progress of the Chrome browser’s phasing out of support for third-party cookies.
According to the timetable, the “discussion” phase originally scheduled to end in the third quarter of 2021 has been postponed to the end of the fourth quarter of 2021. With the postponement of the “discussion” stage, all subsequent FLoC plans have changed in time. Google will postpone the FLoC test from the originally planned 2021Q4 to 2022Q1. The end of the test will also be pushed from the end of 2022Q2 to the end of 2022Q3. The plan to officially implement FLoC was postponed to 2022Q4. This timetable is based on Google’s current expectations, and the timetable may change in the future.
Since the launch of the FLoC program, FLoC has been unanimously opposed by Google’s competitors. Although the original intention of the plan is to further protect user privacy, the flaws in the FloC technique will also amplify some of the privacy of users, and once the plan is implemented, it will be possible to consolidate Google’s dominance in the field of digital advertising. At present, many Chromium-based browsers including Microsoft Edge browser have disabled FLoC by default.
