Google Chrome uses FLoC (Federalized Cohort Learning) to provide visibility into user data to any website. To help websites recognize and target people, FLoC places each user in a group of IDs. To avoid this data flow, DuckDuckGo, a competitor to the Google search engine, has introduced a Google Chrome extension that can block FLoC tracking. Users will now have the option to use either the DuckDuckGo application or extension, as well as to completely abandon FLoC monitoring.
FLoC is an alternative to third-party cookies by Google. It is based on machine learning and allows the web browser to study how users navigate and then group them into “cohorts” without their knowledge. After that, the user will be served ads based on the cohort. Specifically, users will be targeted with ads, but in a more anonymous way.
As Google has argued, this should improve user privacy compared to third-party cookies. The above has been claimed because FLoC is based on “federated learning” that occurs on the user’s device, and this AI-based learning involves sharing user data smaller than third-party cookies.
Google has implemented FLoC to provide ads to all users based on their demographic and search trends, including third-party cookies. However, it wasn’t long before we decided on the tracking method that would apply to all Google Chrome users, without even considering their choice.
Automatic sneak inclusion can be avoided in FLoC either by simply avoiding Google Chrome and installing the DuckDuckGo Chrome extension or changing their settings in Google Chrome. Mozilla Firefox and Safari are some options.
The new DuckDuckGo Chrome extension automatically blocks FLoC activity from any website to protect user privacy. The extension can even update automatically, ensuring that the user stays safe while browsing.
Those who still choose to use Google Chrome can protect their privacy by following the steps below.
- Disable Ad Customization in Google Ads Setup
- Disable web and app activity, or Include Chrome history and activity on sites, apps, and devices that use Google services.
- Sign out of your Google Account to avoid syncing your data history with Chrome if you’re not using a sync passphrase.
Users who choose to install the DuckDuckGo extension to be secure in terms of data will have the option of private search, global privacy control, smarter encryption and tracker lock.
Search: https://techxplore.com/news/2021-04-duckduckgo-block-google-chrome-tracking.html
Source: https://spreadprivacy.com/block-floc-with-duckduckgo/
Download the extension: https://chrome.google.com/webstore/detail/duckduckgo-privacy-essent/bkdgflcldnnnapblkhphbgpggdiikppg
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