Google Won’t Initially Test FLoC In Europe

Marshall Vale from Google said on Twitter that Google will first begin testing FLoC, the company’s cookie alternative, in the US and select countries. It will not be testing FLoC in European countries to start likely because of GDPR concerns.

Marshall Vale said “We are starting this FLoC origin trial for users in the US and select other countries, and we expect to make FLoC available for testing worldwide at a later date.” He added “It’s the start. We are working to begin testing in Europe as soon as possible. We are 100% committed to the Privacy Sandbox in Europe.”

AdExchanger said this is likely because of GDPR concerns and those need to be ironed out first.

Forum discussion at WebmasterWorld and Twitter.

This story was written on Friday, March 26th and scheduled to be posted on Monday, March 29th. I am offline for Passover today.