25/03/2021

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Google to skip testing FLoC in Europe over GDPR concerns

Google will not test its Federated Learning of Cohorts tracking method in Europe due to concerns about its compatibility with the EU GDPR. Google Engineer Michael Kleber said during a meeting of the Improving Web Advertising Business Group that the FLoC may not meet GDPR requirements and thus will not test the standard in Europe. Elsewhere, TechCrunch reports that a group of nearly 40 privacy, antitrust and consumer protection organisations have formed a coalition calling for a ban on so-called "surveillance advertising." In other news, Digiday looks at what advertisers can do with first-party data in Google's Privacy Sandbox, which the CMA is investigating.

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