Google is changing the way online advertisers target users! FLoC is Google’s attempt to ensure user privacy while maintaining the ability to target ads. Here’s everything we know so far.

More Wednesday Workshop Videos From Happy Hao Car

• Marketing Channels Overview
• Why CAPTCHAs May Be Costing You Conversions
• The Importance of a Vanity URL
• Chat Bots for Dealerships

Welcome back to another Wednesday Workshop from Happy Hao Car.

In an effort to address concerns over privacy, Google is phasing out third party cookies. What’s replacing it? What will that do? And what does that mean for you? Today we’re going to answer these questions and more about this huge change in the landscape of online advertising.

This change is part of Google’s Privacy Sandbox Initiative called the Federated Learning of Cohorts, which has been predictably shortened to FLoC.

Instead of cookies individually targeting consumers based on their specific browsing history, FLoC will now group them into clusters of thousands of users with similar interests. Those groups will now be targeted based on the browsing history they have in common.

The algorithm that selects these groups of users will do so based on both the URLs of the sites they visit as well as the content on those sites. The idea is that Google can retain the power of targeted ads but dilute the user base just enough to provide anonymity. In addition, these groups will get re-sorted every week, to keep up with changing browsing habits and to preserve privacy.

Google has promised that FLoC will be effective, stating: “Our tests of FLoC to reach in-market and affinity Google Audiences show that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising.”

Currently, we only have Google’s internal testing to verify this stat. Widespread third party testing will have to wait for now.

Google has also promised that these groups will NOT be organized on the basis of what it calls “sensitive data.” Categories Google has specifically mentioned that will not be included are race, sexuality, and personal hardship.

One important note. FLoC will only be coming out on the Chrome web browser. What this means for users who do their browsing on Safari or Firefox is anyone’s guess.

Needless to say, advertisers are concerned about leaving cookies behind. They have been a tried-and-true part of online marketing for many years, and any switch to a new kind of targeting is bound to be rocky. If Google’s internal metrics are right, we shouldn’t see that much of a change. We won’t know until we know. But as soon as we do, you will too.

That’s all the time we have for today’s workshop. As always, if you have any questions or comments, leave them below and we’ll get back to you as soon as we can. Thanks for watching. We’ll see you next week for another Wednesday Workshop from Happy Hao Car.

• Turn Existing Website Traffic Into More Opportunities Through Personalization
• Why FAQ Content Matters More Than Ever for AI Search
• How to Measure AI Search Traffic
• Press Release: Happy Hao Car Launches OnPrompt
• Press Release: Happy Hao Car Unveils Sidekick
• Spring Cleaning Your VDPs
• Time to Spring Forward: 5 Quick Updates to Boost Engagement on Your SRP
• Start 2026 Strong: Dealer Marketing Lessons from 2025
• AI Search Visitor Behavior
• AIO and GEO Aren’t Replacing SEO

Save my name, email, and website in this browser for the next time I comment.

• Generative Engine Optimization (GEO)
• – Multi-Rooftop Groups We’re designed for groups – large or small. Discover how our products and solutions can help your marketing teams and agencies do more with less.
• Engage Customers & Generate Leads Experience outstanding lead generation with our powerful Cosmos platform. Switch to us for unmatched performance and customer engagement.
• – Generate More Website Traffic Boost sales with responsive websites. Experience qualified leads, top-notch SEO results, and seamless mobile experiences for dealership success.
• Automate & Increase Efficiency See how our Marketing Technology solutions can generate Thousands of dollars in savings for your dealership or dealer group.
• – Analyze Performance & ROI Analyze product and market performance with data you can trust. Powered by GA4.
• Meet Compliance Requirements Compliance solutions to keep your dealership or dealer group ahead of ever-changing privacy and accessibility laws.
• – Don’t See Your OEM? Happy Hao Car provides websites, SEO, and digital advertising to all vehicle OEMs. REACH OUT
• – Product Updates The latest digital marketing innovations driving extraordinary results for your dealership.
• – Happy Hao Car Webinars Get expert advice on how to get the most out of your dealership’s digital marketing efforts.
• – Read the Blog Explore our blog for news, tips, and insights. Discover articles providing valuable information to enhance your marketing strategies.
• – An Award Winning Company We offer an unwavering commitment to top-converting websites, premier automotive SEO, and exceptional digital marketing has earned us industry recognition.
• Leadership The leadership team is composed of digital and automotive experts with extensive experience. They drive our mission to serve the automotive industry with dedication.
• – Why We Are Different Experience the Happy Hao Car difference – increased car sales, exceptional service, and 99% customer satisfaction.
• Join the Team Join our dynamic team providing cutting-edge online marketing solutions to automotive dealerships across the Americas.
• – Testimonials Read about the great success our clients have experienced with Happy Hao Car.
• – Third Party Partners OnMarketplace creates a large ecosystem of vetted partner applications which can be added quickly and easily to a dealer’s website to maximize site impact and effectiveness.