{"id":7924,"date":"2021-05-04T06:18:20","date_gmt":"2021-05-04T06:18:20","guid":{"rendered":"https:\/\/xpon.ai\/?p=7924"},"modified":"2023-05-19T01:23:02","modified_gmt":"2023-05-19T01:23:02","slug":"what-the-floc","status":"publish","type":"post","link":"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/","title":{"rendered":"A privacy-first world: what the FLoC?"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.20.2&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p>The landscape of online advertising is evolving and the shift towards a more privacy-first ecosystem of FLoC\u00a0marketing is dawning.<\/p>\n<p>It may feel that there\u2019s no escaping the prying eye of the web today as location services, fingerprinting and cookies keep tabs on our every search; however, Google has found a solution to monetise our browsing habits using a less invasive system. Google\u2019s Privacy Sandbox project, announced by Chrome in August of 2019, aims to \u2018build innovations that protect anonymity while still delivering results for advertisers and publishers\u2019. Step one meant the phase-out of third-party cookies by the end of 2021 and introducing a safer and more secure, less invasive advertising tool.<\/p>\n<p><strong>Federated Learning of Cohorts, or FLoC<\/strong>, <a href=\"https:\/\/web.dev\/floc\/\">aims to protect the individual user\u2019s identity<\/a> and data while allowing publishers to continue to provide personalised, data-driven privacy-first advertising.\u00a0 An alternative to cookies, FLoC analyses your browsing behaviour to group you with like-minded people (a cohort). The individual user continues to experience targeted and relevant advertising whilst remaining shielded in a sea of similarity and anonymity.<\/p>\n<p>Google\u2019s preliminary data shows that advertisers \u2018can expect to see at least 95 percent of the conversions per dollar spent when compared to cookie-based advertising\u2019. Specific results will be dependent on the \u2018strength of the clustering algorithm\u2019 as Google calls it, and the specific cohort targeted.<\/p>\n<p><strong>So, how will it work exactly?<\/strong> Chrome uses algorithms to <a href=\"https:\/\/xpon.ai\/au\/resources\/products\/identify-resolve-and-match\/\">assign an individual user a cohort ID<\/a> based on the sites visited. For example, users who regularly search for real estate and puppy videos are grouped in one cohort and those who search for real estate and cars are sorted into another.<\/p>\n<p>Your cohort is calculated from your scrolling history over the past seven days, and comprises only a few thousand people at a time, allowing publishers to present advertising content that is specific enough to be relevant to the cohort but not as direct or invasive as individually tracked data.<\/p>\n<p>Chrome has begun trialing the privacy-first technology in the United States, Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, and the Philippines. It plans to go globally in the coming months.<\/p>\n<p>If you have blocked third-party cookies or disabled personalisation in your Google Ad settings, you won\u2019t be included in the trial otherwise Google will use your Chrome login as the first step to include you.<\/p>\n<p>While it might seem counter-productive to provide advertisers with less specific evidence-based information, raising community awareness on the lack of privacy online is threatening the industry and blocked cookies are costing businesses revenue.<\/p>\n<p>FLoC is only one of the privacy-first alternatives that Google is launching that will allow individuals the privacy we all desire while advertisers continue to gather data to inform marketing decisions.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The landscape of online advertising is evolving and the shift towards a more privacy-first ecosystem of FLoC\u00a0marketing is dawning. It may feel that there\u2019s no escaping the prying eye of the web today as location services, fingerprinting and cookies keep tabs on our every search; however, Google has found a solution to monetise our browsing [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":6920,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"privacy-first","_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"The landscape of online advertising is evolving and the shift towards a more privacy-first ecosystem of marketing is dawning.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_et_pb_use_builder":"on","_et_pb_old_content":"<!-- wp:heading {\"level\":3,\"style\":{\"color\":{\"text\":\"#3caba3\"}}} --><!-- \/wp:paragraph --><!-- wp:paragraph -->\r\n<p>The landscape of online advertising is evolving and the shift towards a more privacy-focused ecosystem of marketing is dawning.\u00a0<\/p>\r\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\r\n<p>It may feel that there\u2019s no escaping the prying eye of the web today as location services, fingerprinting and cookies keep tabs on our every search; however, Google has found a solution to monetise our browsing habits using a less invasive system. Google\u2019s Privacy Sandbox project, announced by Chrome in August of 2019, aims to \u2018build innovations that protect anonymity while still delivering results for advertisers and publishers\u2019. Step one meant the phase-out of third-party cookies by the end of 2021 and introducing a safer and more secure, less invasive advertising tool.\u00a0<\/p>\r\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\r\n<p>Federated Learning of Cohorts, or FLoC, aims to protect the individual user\u2019s identity and data while allowing publishers to continue to provide personalised, data-driven advertising.\u00a0 An alternative to cookies, FLoC analyses your browsing behaviour to group you with like-minded people (a cohort). The individual user continues to experience targeted and relevant advertising whilst remaining shielded in a sea of similarity and anonymity.\u00a0<\/p>\r\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\r\n<p>Google\u2019s preliminary data shows that advertisers \u2018can expect to see at least 95 percent of the conversions per dollar spent when compared to cookie-based advertising\u2019. Specific results will be dependent on the \u2018strength of the clustering algorithm\u2019 as Google calls it, and the specific cohort targeted.\u00a0<\/p>\r\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\r\n<p><strong>So, how will it work exactly?<\/strong> Chrome uses algorithms to assign an individual user a cohort ID based on the sites visited. For example, users who regularly search for real estate and puppy videos are grouped in one cohort and those who search for real estate and cars are sorted into another.\u00a0<\/p>\r\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\r\n<p>Your cohort is calculated from your scrolling history over the past seven days, and comprises only a few thousand people at a time, allowing publishers to present advertising content that is specific enough to be relevant to the cohort but not as direct or invasive as individually tracked data.\u00a0<\/p>\r\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\r\n<p>Chrome has begun trialing the technology in the United States, Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, and the Philippines. It plans to go globally in the coming months.\u00a0<\/p>\r\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\r\n<p>If you have blocked third-party cookies or disabled personalisation in your Google Ad settings, you won\u2019t be included in the trial otherwise Google will use your Chrome login as the first step to include you.\u00a0\u00a0<\/p>\r\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\r\n<p>While it might seem counter-productive to provide advertisers with less specific evidence-based information, raising community awareness on the lack of privacy online is threatening the industry and blocked cookies are costing businesses revenue.\u00a0<\/p>\r\n<!-- \/wp:paragraph --><!-- wp:paragraph -->\r\n<p>FLoC is only one of the privacy-preserving alternatives that Google is launching that will allow individuals the privacy we all desire while advertisers continue to gather data to inform marketing decisions. \u00a0<\/p>\r\n<!-- \/wp:paragraph --><!-- wp:paragraph --><!-- \/wp:paragraph -->","_et_gb_content_width":"","footnotes":""},"categories":[389],"tags":[394],"class_list":["post-7924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-au","tag-privacy-first-marketing-au"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.2 (Yoast SEO v21.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A privacy-first world: what the FLoC? | XPON Technologies | XPON Australia<\/title>\n<meta name=\"description\" content=\"The landscape of online advertising is evolving and the shift towards a more privacy-first ecosystem of marketing is dawning. | XPON Australia\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/posts\/7924\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A privacy-first world: what the FLoC? | XPON Australia\" \/>\n<meta property=\"og:description\" content=\"The landscape of online advertising is evolving and the shift towards a more privacy-first ecosystem of marketing is dawning. | XPON Australia\" \/>\n<meta property=\"og:url\" content=\"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/\" \/>\n<meta property=\"og:site_name\" content=\"XPON Technologies\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/xpongroup\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-05-04T06:18:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-19T01:23:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/xpon.ai\/wp-content\/uploads\/2023\/02\/Untitled-design-82.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"XPON Technologies Group\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@xpontech\" \/>\n<meta name=\"twitter:site\" content=\"@xpontech\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"XPON Technologies Group\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/\"},\"author\":{\"name\":\"XPON Technologies Group\",\"@id\":\"https:\/\/xpon.ai\/au\/#\/schema\/person\/aa8c496cc9248f72a86ab557e0bed6e1\"},\"headline\":\"A privacy-first world: what the FLoC?\",\"datePublished\":\"2021-05-04T06:18:20+00:00\",\"dateModified\":\"2023-05-19T01:23:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/\"},\"wordCount\":537,\"publisher\":{\"@id\":\"https:\/\/xpon.ai\/au\/#organization\"},\"keywords\":[\"Privacy-First Marketing\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-AU\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/\",\"url\":\"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/\",\"name\":\"A privacy-first world: what the FLoC? | XPON Technologies\",\"isPartOf\":{\"@id\":\"https:\/\/xpon.ai\/au\/#website\"},\"datePublished\":\"2021-05-04T06:18:20+00:00\",\"dateModified\":\"2023-05-19T01:23:02+00:00\",\"description\":\"The landscape of online advertising is evolving and the shift towards a more privacy-first ecosystem of marketing is dawning.\",\"breadcrumb\":{\"@id\":\"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/#breadcrumb\"},\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/xpon.ai\/au\/?page_id=2678\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"A privacy-first world: what the FLoC?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/xpon.ai\/au\/#website\",\"url\":\"https:\/\/xpon.ai\/au\/\",\"name\":\"XPON Technologies\",\"description\":\"Technology &amp; cloud solutions to modernise marketing operations\",\"publisher\":{\"@id\":\"https:\/\/xpon.ai\/au\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/xpon.ai\/au\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-AU\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/xpon.ai\/au\/#organization\",\"name\":\"XPON Technologies\",\"alternateName\":\"XPON\",\"url\":\"https:\/\/xpon.ai\/au\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/xpon.ai\/au\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/xpon.ai\/wp-content\/uploads\/2026\/03\/XPON_logomark_RGB_medium.png\",\"contentUrl\":\"https:\/\/xpon.ai\/wp-content\/uploads\/2026\/03\/XPON_logomark_RGB_medium.png\",\"width\":212,\"height\":212,\"caption\":\"XPON Technologies\"},\"image\":{\"@id\":\"https:\/\/xpon.ai\/au\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/xpongroup\/\",\"https:\/\/twitter.com\/xpontech\",\"https:\/\/www.youtube.com\/@xpon\/videos\",\"https:\/\/au.linkedin.com\/company\/xpon-technologies\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/xpon.ai\/au\/#\/schema\/person\/aa8c496cc9248f72a86ab557e0bed6e1\",\"name\":\"XPON Technologies Group\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/xpon.ai\/au\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/038bb62ee334e679305b3c014dd2e35151d0bb7f0c8350fe0f981035fdc10195?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/038bb62ee334e679305b3c014dd2e35151d0bb7f0c8350fe0f981035fdc10195?s=96&d=mm&r=g\",\"caption\":\"XPON Technologies Group\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"A privacy-first world: what the FLoC? | XPON Technologies | XPON Australia","description":"The landscape of online advertising is evolving and the shift towards a more privacy-first ecosystem of marketing is dawning. | XPON Australia","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/posts\/7924","og_locale":"en_US","og_type":"article","og_title":"A privacy-first world: what the FLoC? | XPON Australia","og_description":"The landscape of online advertising is evolving and the shift towards a more privacy-first ecosystem of marketing is dawning. | XPON Australia","og_url":"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/","og_site_name":"XPON Technologies","article_publisher":"https:\/\/www.facebook.com\/xpongroup\/","article_published_time":"2021-05-04T06:18:20+00:00","article_modified_time":"2023-05-19T01:23:02+00:00","og_image":[{"width":1200,"height":628,"url":"https:\/\/xpon.ai\/wp-content\/uploads\/2023\/02\/Untitled-design-82.png","type":"image\/png"}],"author":"XPON Technologies Group","twitter_card":"summary_large_image","twitter_creator":"@xpontech","twitter_site":"@xpontech","twitter_misc":{"Written by":"XPON Technologies Group","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/#article","isPartOf":{"@id":"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/"},"author":{"name":"XPON Technologies Group","@id":"https:\/\/xpon.ai\/au\/#\/schema\/person\/aa8c496cc9248f72a86ab557e0bed6e1"},"headline":"A privacy-first world: what the FLoC?","datePublished":"2021-05-04T06:18:20+00:00","dateModified":"2023-05-19T01:23:02+00:00","mainEntityOfPage":{"@id":"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/"},"wordCount":537,"publisher":{"@id":"https:\/\/xpon.ai\/au\/#organization"},"keywords":["Privacy-First Marketing"],"articleSection":["Blog"],"inLanguage":"en-AU"},{"@type":"WebPage","@id":"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/","url":"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/","name":"A privacy-first world: what the FLoC? | XPON Technologies","isPartOf":{"@id":"https:\/\/xpon.ai\/au\/#website"},"datePublished":"2021-05-04T06:18:20+00:00","dateModified":"2023-05-19T01:23:02+00:00","description":"The landscape of online advertising is evolving and the shift towards a more privacy-first ecosystem of marketing is dawning.","breadcrumb":{"@id":"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/#breadcrumb"},"inLanguage":"en-AU","potentialAction":[{"@type":"ReadAction","target":["https:\/\/xpon.ai\/au\/resources\/what-the-floc\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/xpon.ai\/au\/resources\/what-the-floc\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/xpon.ai\/au\/?page_id=2678"},{"@type":"ListItem","position":2,"name":"A privacy-first world: what the FLoC?"}]},{"@type":"WebSite","@id":"https:\/\/xpon.ai\/au\/#website","url":"https:\/\/xpon.ai\/au\/","name":"XPON Technologies","description":"Technology &amp; cloud solutions to modernise marketing operations","publisher":{"@id":"https:\/\/xpon.ai\/au\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/xpon.ai\/au\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-AU"},{"@type":"Organization","@id":"https:\/\/xpon.ai\/au\/#organization","name":"XPON Technologies","alternateName":"XPON","url":"https:\/\/xpon.ai\/au\/","logo":{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/xpon.ai\/au\/#\/schema\/logo\/image\/","url":"https:\/\/xpon.ai\/wp-content\/uploads\/2026\/03\/XPON_logomark_RGB_medium.png","contentUrl":"https:\/\/xpon.ai\/wp-content\/uploads\/2026\/03\/XPON_logomark_RGB_medium.png","width":212,"height":212,"caption":"XPON Technologies"},"image":{"@id":"https:\/\/xpon.ai\/au\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/xpongroup\/","https:\/\/twitter.com\/xpontech","https:\/\/www.youtube.com\/@xpon\/videos","https:\/\/au.linkedin.com\/company\/xpon-technologies"]},{"@type":"Person","@id":"https:\/\/xpon.ai\/au\/#\/schema\/person\/aa8c496cc9248f72a86ab557e0bed6e1","name":"XPON Technologies Group","image":{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/xpon.ai\/au\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/038bb62ee334e679305b3c014dd2e35151d0bb7f0c8350fe0f981035fdc10195?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/038bb62ee334e679305b3c014dd2e35151d0bb7f0c8350fe0f981035fdc10195?s=96&d=mm&r=g","caption":"XPON Technologies Group"}}]}},"_links":{"self":[{"href":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/posts\/7924","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/comments?post=7924"}],"version-history":[{"count":0,"href":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/posts\/7924\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/media\/6920"}],"wp:attachment":[{"href":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/media?parent=7924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/categories?post=7924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/xpon.ai\/au\/wp-json\/wp\/v2\/tags?post=7924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}