Google Will Not Run FLoC Origin Tests In Europe Due To GDPR Concerns
Google will not make FLoC-based cohorts available for testing in countries where GDPR and the ePrivacy Directive are in effect. At least for now.
During a meeting of the Improving Web Advertising Business Group (IWABG) at the World Wide Web Consortium on Tuesday, Michael Kleber, a Google engineer, acknowledged that FLoCs might not be compatible with European privacy law.
Specifically, Google will not proceed with FLoC testing in Europe due to concerns over which entity will serve as the data controller and which will serve as the data processor in the creation of cohorts.