What is particularly concerning about FLoC is the opacity of what it does, how it works, and the difficulty of opting out of it. For anyone who would like to block Google's new tracking method, DuckDuckGo's Chrome extension is here to help. The cookie-free technique uses fingerprinting which the likes of the Electronic Frontier Foundation and other privacy groups have expressed great concern about.
While Google is insistent that FLoC is "privacy-preserving mechanism" and one that " enables ad selection without sharing the browsing behavior of individual users", the algorithm remains controversial for many. But the search giant recently started testing a new technique for delivering targeted ads to people called Federated Learning of Cohorts (FLoC), and it's now enabled for millions of users by default.
That Google tracks internet usage is hardly news - it how the company has operated for years, and it is central to its business model.
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