Google’s Current FLoC Tests Aren’t GDPR Compliant

FLoC, Google’s alternative to third-party cookies, will not be tested in Europe, according to a report by AdExchanger. FLoC is set to open to advertiser testing beginning in Q2 of this year, but countries that fall under GDPR and the ePrivacy Directive will not participate.

“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,” wrote Allison Schiff. “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.”