DuckDuckGo, Brave, and Vivaldi will block Google’s FLoC

DuckDuckGo, Brave, and Vivaldi will block Google’s FLoC

Basically, Google’s FLoC replaces third-party cookies by grouping Chrome users based on their interests and demographics.Google claims it’s a better alternative to third-party cookies, but privacy advocates disagree — and so does DuckDuckGo, Brave, and Vivaldi.

DuckDuckGo Announces Plans to Block Google’s FLoC

DuckDuckGo Announces Plans to Block Google’s FLoC

Google launched FLoC less than two weeks ago, and DuckDuckGo is already planning to block it in the DuckDuckGo search engine and Chrome browser extension.Chrome users will be opted out of FLoC when they use the DuckDuckGo search engine regardless of whether they have the browser extension installed.

DuckDuckGo reveals how you can block Google's new method of tracking Chrome users

DuckDuckGo reveals how you can block Google's new method of tracking Chrome users

Privacy-first search engine DuckDuckGo on Friday posted a blog that discussed Google's new data tracking system called Federated Learning of Cohorts (FLoC).FLoC replaces the use of cookies to track users and feed them ads and other targeted content.

Am I FLoCed?

Am I FLoCed?

Google is running a Chrome "origin trial" to test out an experimental new tracking feature called Federated Learning of Cohorts (aka "FLoC").FLoC exists because Google acknowledges the privacy harms of third-party cookies, but insists on continuing to let advertisers target you based on how you browse the web.

Experts doubt the privacy claims of Google’s Federated Learning of Cohorts ad targeting model

Experts doubt the privacy claims of Google’s Federated Learning of Cohorts ad targeting model

Google recently declared that it will stop selling targeted ads based on your internet history as provided by third party cookies, and is instead working on a new privacy conscious way for advertisers to target internet users called Federated Learning of Cohorts (FLoC).

Critics Blast Google’s Aim to Replace Browser Cookie with ‘FLoC’

Critics Blast Google’s Aim to Replace Browser Cookie with ‘FLoC’

The Google solution–called Federated Learning of Cohorts (FLoC)—is promoted as a way to put people’s privacy first by limiting the capability of third parties to track their activity across the web using Cookies.