WordPress is in the process of fighting back against Google\u2019s alternative to third-party cookies, FLoC. If they win, it will be a massive loss for anyone using Google Ads in the coming months.<\/p>\n
Federated Learning of Cohorts<\/a> (FLoC) is Google\u2019s pending replacement for third-party cookies. Instead of using third-party cookies to track browsing, FLoC automatically groups website visitors into \u201ccohorts\u201d that will see different ads depending on their recent activity.<\/p>\n It\u2019s worth noting that, despite Google\u2019s aggressive interest<\/a> in phasing out third-party cookies, every web browser other than Chrome has opted out of using FLoC, and the EFF has accused Google of propagating further violations of users\u2019 privacy. <\/p>\n But WordPress isn\u2019t interested in the drama around the new tracking measures, opting instead to propose a plan in which FLoC would be blocked in the default settings on their properties. Should they succeed in making this a feature, Google Ads will be hindered substantially on WordPress domains, thereby hiding an estimated 40% of sites<\/a> from Google\u2019s advertising.<\/p>\n Matt Mullenweg, the CEO of WordPress\u2019 parent company, confirmed that while the idea of blocking FLoC is still in its infancy,there is nevertheless \u201ca proposal from a WP contributor to block FLoC by default.\u201d<\/p>\n Search Engine Land also clarifies that this isn\u2019t a difficult feature to implement, citing that \u201cevery programming language that powers websites typically carries a similar functionality\u201d and positing that a paradigm shift for most websites therefore would be feasible.<\/p>\n \u201cThis would be relatively easy to implement if a website owner or developer wanted to do so,\u201d writes George Nguyen. <\/p>\n