DuckDuckGo, a privacy-focused search engine, has slammed Google’s new ad tracking tool, claiming that it is bad for privacy because it identifies users based on their browsing history, and that any website can use that group ID to target and fingerprint them. FLoC (Federated Learning of Cohorts) technology was announced by Google to provide a more privacy-focused way to monitor users and serve ads to them. FLoC will be installed in Chrome and turned on automatically for millions of users.
If you’re a Google Chrome user, you may be shocked to hear that you might have been automatically entered into Google’s latest tracking system, according to its rival DuckDuckGo, which has exceeded 100 million daily search queries.\
While Google isn’t phasing out third-party cookies in Chrome until at least 2023, FLoC is live today in 2021. If you're reading this in Chrome while logged in to your Google account, you’ll likely be affected.— DuckDuckGo (@DuckDuckGo) April 9, 2021
So take action and Block FLoC! More details:https://t.co/nPvXMgFrUF
In response to Google’s automatic activation of FLoC, the company said it has improved the tracker blocking in its own Chrome extension to prevent FLoC interactions on websites.
“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. If you’re reading this in Chrome while logged in to a Google account, yes, that likely means you too, and if not now, then eventually,” DuckDuckGo claimed.