Google is in the final stages of releasing a new user data collection tool for Chrome to replace third-party cookies. Called FLoC (Federated Learning of Cohorts), the tool will collect your internet browsing history and assign you to a cohort of users. Google says that FLoC is a technology that will improve user privacy while still allowing it to sell personalized ads online, which increases its bottom line.
FLoC has received plenty of criticism so far, just as Google started a pilot that automatically enrolls many Chrome users into FLoC tracking without their knowledge. The fact that the test isn’t opt-in for users is pretty telling of Google’s intention to have FLoC enabled by default. As it is right now, you won’t find FLoC-blocking language in the Settings app to prevent Google from tracking you with the tech if you get recruited in the pilot. The Electronic Frontier Foundation (EFF) created a website to tell you if you’re “FLoCed,” and there is a way to opt out of tracking — you have to disable third-party cookies in Chrome. The EFF has voiced its FLoC concerns quite loudly in the past few weeks, explaining why the tech is a terrible idea for users, potentially leading to privacy issues.
Google’s competitors have started deploying anti-FLoC products. DuckDuckGo Search will disable FLoC tracking by default, and the company updated its Chrome extension to block FLoC. Brave, the private browser that pays you to see ads, will also block FLoC tracking online. That’s not a surprise. But the company also penned a lengthy blog post to explain why FLoC is bad for privacy, and everyone should opt out of it, whether it’s end-users or websites.
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Here’s why the Brave browser is blocking Google’s new FLoC tracking originally appeared on BGR.com on Tue, 13 Apr 2021 at 19:15:24 EDT. Please see our terms for use of feeds.
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