The new DuckDuckGo Chrome extension automatically blocks FLoC activity on any website to protect user privacy. ![]() However, much time wasn’t spent before deciding the tracking method would apply to all Google Chrome users without even considering their choice. ![]() Google implemented FLoC to offer all users advertisements based on their demographic and search trends, including third-party cookies. The above was claimed because FLoC is based on “federated learning” that happens on the user’s device, and this AI-based learning involves sharing lesser user data than the third-party cookies. More precisely, the users will be targeted with ads but in a more anonymous manner.Īs claimed by Google, this was supposed to improve user privacy compared to third-party cookies. ![]() After this, the user will be served advertisements based on the cohort. It is based on machine learning and allows the web browser to study how users browse and then group them into ‘cohorts’ without their knowledge. The users will now have an option of using either the DuckDuckGo application or extension and entirely opt-out of the FLoC monitoring.įLoC is the alternative to third-party cookies by Google. To avoid this data flow, DuckDuckGo, a competitor of Google search engine, has come forward with an extension for Google Chrome that can block FLoC tracking. ![]() To help websites recognize and target individuals, FLoC places each user in an ID group. Google Chrome uses FLoC (Federated Learning of Cohorts) to provide visibility into user data to any website.
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