{"id":30530,"date":"2021-04-21T12:37:29","date_gmt":"2021-04-21T17:37:29","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=30530"},"modified":"2021-09-02T11:58:42","modified_gmt":"2021-09-02T16:58:42","slug":"floc-block-wordpress-to-give-google-cookie-fix-the-boot","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/floc-block-wordpress-to-give-google-cookie-fix-the-boot\/","title":{"rendered":"FLoC Block: WordPress to Give Google Cookie Fix the Boot?"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Mediavine<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">FLoC Block: WordPress to Give Google Cookie Fix the Boot?<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Steve Marsi<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2021-04-21T12:37:29-05:00\">April 21, 2021<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>If you monetize your website through advertising, you know that brands&#8217; ability to track readers&#8217; interests with <a href=\"https:\/\/www.mediavine.com\/google-chrome-to-phase-out-third-party-cookies-as-privacy-concerns-reshape-ecosystem\/\">third-party cookies<\/a> is effective, lucrative and . . . soon to be a thing of the past.<\/p>\n\n\n\n<p>The billion-dollar question all of us in the industry are asking is: What&#8217;s next?<\/p>\n\n\n\n<p>Targeted campaigns are immensely valuable to Google and advertisers because they can be sold at a premium. The loss of cookies due to privacy concerns threatens this entire model.<\/p>\n\n\n\n\n\n<p>Many browsers like Safari and Firefox already block them; Google is phasing them out in 2022 and is responding to this slow-moving funeral procession by workshopping alternatives in the meantime. <\/p>\n\n\n\n<p>One of Google&#8217;s new solutions for tracking users \u2014 while protecting their privacy in ways that cookies don&#8217;t \u2014 is the avian-themed <a href=\"https:\/\/www.mediavine.com\/privacy-sandbox-floc-testing-to-begin-soon\/\">Federated Learning of Cohorts<\/a> (FLoC) that we&#8217;ve discussed at length.<\/p>\n\n\n\n<p>The idea is that FLoC anonymously assigns interests to web users based on their browsing patterns, then uses those patterns to categorize or cohort users into respective buckets.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"908\" height=\"534\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02.jpg\" alt=\"graphic showing website users being grouped up with a cohorts\" class=\"wp-image-27967\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02.jpg 908w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-320x188.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-768x452.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-375x221.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-800x470.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-569x335.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-353x208.jpg 353w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-288x169.jpg 288w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-335x197.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-347x204.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-520x306.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/01\/Privacy-Sandbox-FLoC-02-640x376.jpg 640w\" sizes=\"auto, (max-width: 908px) 100vw, 908px\" \/><\/figure>\n\n\n\n<p>While early <a href=\"https:\/\/www.mediavine.com\/grow-me-floc-testing-underway-at-mediavine\/\">FLoC testing<\/a> is barely underway, the concept already has some industry players crying fowl, and not because it&#8217;s ineffective (which isn&#8217;t fully known yet).  <\/p>\n\n\n\n<p>Beyond the ongoing privacy questions regarding FLoC&#8217;s ability to securely track people&#8217;s data are even graver concerns surrounding how the system could be abused.<\/p>\n\n\n\n<p>Numerous critics have gone so far as calling FLoC \u201cnasty\u201d and claiming that it enables \u201cdiscrimination\u201d and is a \u201cdangerous step that harms user privacy.\u201d<\/p>\n\n\n\n<p>A bombshell article from the Electronic Frontier Foundation argued that grouping users based on browsing habits is a slippery slope and <a href=\"https:\/\/www.searchenginejournal.com\/wordpress-proposal-block-floc\/402978\/\" target=\"_blank\" rel=\"noreferrer noopener\">likely to facilitate discrimination<\/a> regarding employment and housing &#8220;as well as predatory targeting of unsophisticated consumers.&#8221;<\/p>\n\n\n\n<p>The <a href=\"https:\/\/make.wordpress.org\/core\/2021\/04\/18\/proposal-treat-floc-as-a-security-concern\/\" target=\"_blank\" rel=\"noreferrer noopener\">controversy has extended to WordPress<\/a>, where two developers have already published plugins that block FLoC from the widely popular content management platform. <\/p>\n\n\n\n<p>A contingent within the WordPress community has pushed back against FLoC and lobbied to use its platform to  prevent what it sees as potential racism, sexism and anti-LGBTQ+ discrimination.<\/p>\n\n\n\n<p>This fueled speculation that WordPress axed FLoC altogether, although that appears to be premature. Founder Matt Mullenweg tweeted that no decision has been made . . . yet.<\/p>\n\n\n\n<p>&#8220;Contrary to headlines, WordPress hasn&#8217;t made any decisions or changes with regards to #FLoC,&#8221; he wrote. &#8220;It is more correct to say there is a <a href=\"https:\/\/twitter.com\/photomatt\/status\/1384197185219170305\" target=\"_blank\" rel=\"noreferrer noopener\">proposal from a WP contributor to block FLoC<\/a> by default.&#8221;<\/p>\n\n\n\n<p>It&#8217;s true that WordPress&#8217; developer community makes many proposals that don&#8217;t pan out and that if FLoC were to be banned, technical and broader questions would need to be answered.<\/p>\n\n\n\n<p>There are conflicting schools of thought as to how WordPress would go about this \u2014 or whether standing against FLoC is even appropriate, given WP&#8217;s neutrality regarding third-party tracking.<\/p>\n\n\n\n<p>All of that said, blocking FLoC appears to have strong support inside the core developer group and the general WordPress developer community, so it&#8217;s clearly possible, if not likely.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-do-publishers-need-to-do\">What Do Publishers Need to Do?<\/h2>\n\n\n\n<p>At this point, there&#8217;s not a lot you can do until we know more.<\/p>\n\n\n\n<p>It&#8217;s important to note that FLoC testing is in its infancy; WordPress (or the segment of its community that wants this) is essentially talking about blocking something that&#8217;s a non-factor right now.<\/p>\n\n\n\n<p>As we said above, it&#8217;s also unclear that a FLoC ban will happen or what it would look like. But assuming WordPress does go through with this, what does it mean for your website? <\/p>\n\n\n\n<p>If and when WordPress takes any action on its end, Mediavine will build a solution for publishers to re-enable FLoC testing if they so choose. Right now, it&#8217;s too soon to say what that will entail.<\/p>\n\n\n\n<p>Mediavine remains committed to building third-party cookie replacements and <a href=\"https:\/\/www.grow.me\/\">first-party data solutions<\/a> in this rapidly evolving landscape, and FLoC is just one piece of that puzzle.<\/p>\n\n\n\n<p>We also take seriously <a href=\"https:\/\/www.mediavine.com\/we-stand-with-you\/\">our commitment to diversity, equity and inclusion<\/a>. Allegations that FLoC is discriminatory along racist, sexist or anti-LGBTQ+ lines are alarming to say the least. <\/p>\n\n\n\n<p>Potential third-party cookie replacements that unintentionally allow for discrimination are obviously not acceptable at Mediavine \u2014 and presumably, Google would take the same position.<\/p>\n\n\n\n<p>In fact, at the time of proposal, <a href=\"https:\/\/docs.google.com\/a\/google.com\/viewer?a=v&amp;pid=sites&amp;srcid=Y2hyb21pdW0ub3JnfGRldnxneDo1Mzg4MjYzOWI2MzU2NDgw&amp;urp=gmail_link&amp;gxids=7628\" target=\"_blank\" rel=\"noreferrer noopener\">Google published a white paper<\/a> on the subject of discrimination and sensitivity of cohorts, along with potential solutions for the issue.<\/p>\n\n\n\n<p>This is a serious accusation, and one we will monitor in the coming weeks and months as Google reveals more about the inner workings of FLoC and addresses these concerns.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/033e1d1dad8227b46745d12af4d935ef1fc9e4febca51b9f175c69dbdf01a5df?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/033e1d1dad8227b46745d12af4d935ef1fc9e4febca51b9f175c69dbdf01a5df?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/steve\/\" target=\"_self\">Steve Marsi<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #000000; \" class=\"outermost-social-sharing-link outermost-social-sharing-link-linkedin has-base-black-color wp-block-outermost-social-sharing-link\">\n\t<a 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Traffic is less predictable. Advertisers are getting more selective. Platforms are pulling value inward. None of this is new. What\u2019s new is the speed at which it\u2019s happening. The publishers who win next are not chasing loopholes or waiting for the next algorithm update&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-publishers-win-in-the-next-era-of-the-internet\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How Publishers Win in the Next Era of the Internet\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1024x576.jpg\" class=\"attachment-large size-large\" alt=\"Photograph of Mediavine&#039;s Amanda Martin and Butler\/Till&#039;s Scott Ensign on stage at MVCon 2025\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1024x576.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-320x180.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-768x432.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1536x864.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-680x383.jpg 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1280x720.jpg 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Mediavine<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">How to Create Content Advertisers Will Pay More For<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 6, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 If your goal is higher CPMs, steadier demand, and stronger long-term revenue, here\u2019s the uncomfortable truth: Advertisers are not paying more for more content; they\u2019re paying more for better environments, better audiences, and better experiences. That shift is already happening. Quietly. Algorithmically. And at scale. At MVCon,&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-to-create-content-advertisers-will-pay-more-for\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How to Create Content Advertisers Will Pay More For\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 If you monetize your website through advertising, you know that brands&#8217; ability to track readers&#8217; interests with third-party cookies is effective, lucrative and . . . soon to be a thing of the past. The billion-dollar question all of us in the industry are asking is: What&#8217;s next? Targeted campaigns are&#8230;<\/p>\n","protected":false},"author":44445,"featured_media":30588,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[112,14,10],"tags":[],"audience_post":[],"class_list":["post-30530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-settings","category-advertising","category-mediavine"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>FLoC Block: WordPress to Give Google Cookie Fix the Boot? - Mediavine<\/title>\n<meta name=\"description\" content=\"Rumors are circulating that WordPress will block FLoC, Google&#039;s cookie fix. 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