After a short trial period, Google decided not to make this new tracking method a user choice and instead started automatically including millions in the scheme. What FLoC is all about?įLoC, which is short for Federated Learning of Cohorts, is Google’s new tracking method that groups users based on their interests and demographics, derived from their browsing history, to enable advertising and other content targeting without third-party cookies. In a recent blog post discussing Google’s new tracking method called FLoC, DuckDuckGo suggested using its extensions to prevent the search giant from keeping track of every move you make.Īccording to them, FLoC is bad for privacy and we tend to agree as it lets Google put you in a group based on your browsing history, and any website can get that group FLoC ID to target and fingerprint you.
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