Publication details

Strategie cílení kohort a její vliv na ochranu soukromí v kyberprostoru

Title in English Cohort Targeting Strategy and Its Impact on Privacy in Cyberspace


Year of publication 2021
Type Appeared in Conference without Proceedings
Description Google company conducts the most widely used browser - Google Chrome, which is currently used by 70% users worldwide. In 2019, Google introduced the Privacy Sandbox strategy, which is supposed to replace privacy intrusive third-party cookies, in a way that Google can keep its multibillion-dollar business. This replacement is based on behavioral advertising and improves end user privacy. In the paper, Google's new "Federated Learning of Cohorts" strategy will be presented and analysed from the perspective of privacy and personal data protection. FLoC will be discussed and compared with other currently used online identification methods. After the analytical and comparative part of the paper, the author will focus on the hidden threats that FLoC would cause to the end user privacy and will present his own proposals for the development of online marketing de lege ferenda.
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