Internet privacy company, DuckDuckGo, has announced its plans to block Google’s FLoC: a new tracking technology, in Chrome.
Google developed FLoC (Federated Learning of Cohorts) to replace the use of third-party cookies in tracking user’s web activity. Where third-party cookies monitored users’ activities on an individual level, FLoC does so at a group level.
However, DuckDuckGo and Electronic Frontier Foundation, a privacy group, have raised concerns about this technology. On the one hand, Chrome users will not be able to opt out of it. On the other hand, the technology uses fingerprinting, which they believe is invasive.
To combat this, DuckDuckGo is making changes to its Chrome extension to allow users restrict FLoC usage. Also, the company – DuckDuckGo – automatically blocks this technology on its own search engine.
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