Google recently began testing a new mechanism user tracking in Chrome , called Federated Learning of Cohorts (FLoC) . This mechanism essentially replaces third-party cookies and , according to the company, is a “ more privacy-friendly alternative .” However, many disagree with this. Among them are DuckDuckGo, Brave, and Vivaldi, which announced that they would disable Google’s FLoC, calling it a “step in the wrong direction .”
Useful information: Chrome: How to find out if Google FLoC is tracking you
The new FLoC system replaces third-party cookies, grouping Chrome users based on their interests and demographics. Google claims it's a better solution than cookies, but privacy advocates disagree. The disagreement seems to center on the fact that Google doesn't get users' consent before tracking them.
So, DuckDuckGo, Brave, and Vivaldi have all published blog posts openly stating that they are against FLoC, with DuckDuckGo releasing a Chrome extension that will block FLoC tracking . The search engine, which is known for protecting user privacy, explained some of its concerns about Google's new tracking mechanism in a blog post :
“Thanks to FLoC, by simply browsing the web, you are automatically placed in a group based on your browsing history. The websites you visit will have direct access to this FLoC group ID and will use it to target ads or content to you. It’s like walking into a store where they already know everything about you! Furthermore, FLoC is considered to be more private because it is a group, but combined with your IP address (which is also automatically sent to websites), you can easily be tracked as an individual.“.
See also: DuckDuckGo: Focus on privacy led to user growth
Brave Software Inc.also said it strongly opposes FLoC and any feature designed to share user information without consent. Brave said it has removed FLoC in the Nightly version of Brave desktop and Android.
See also: Brave browser usage increased by 130% in the last year
Specifically, Brave said it is disappointing that Google is proposing changes that still prioritize preserving the structure of the advertising ecosystem, instead of everyone trying to create an internet that emphasizes the user and privacy.
Finally, Vivaldi Technologies said it would not support Google's FLoC, saying it "harms user privacy."
“Google will continue to profile and track users, absent third-party cookies and localStorage,” Vivaldi said in a blogpost. “It presents FLoC as part of a ‘privacy’ technology, but in reality FLoC is a tracking technology that does not allow for privacy.”
Privacy advocates argue that FLoC will expose user data more than ever before, with Vivaldi claiming that FLoC will have “serious implications for society as a whole.”
If you are concerned about FLoC in Google Chrome, you can choose another browser that focuses on privacy.
Source: XDA-Developers Android Forums
