![]() ![]() They noted that companies are finally forced to respect user privacy, adding that it’s “disappointing to see Google, instead of taking the present opportunity to help design and build a user-first, privacy-first Web, proposing and immediately shipping in Chrome a set of smaller, ad-tech-conserving changes, which explicitly prioritize maintaining the structure of the Web advertising ecosystem as Google sees it.” The EFF has voiced its FLoC concerns quite loudly in the past few weeks, explaining why the tech is a terrible idea for users, potentially leading to privacy issues. The Electronic Frontier Foundation (EFF) created a website to tell you if you’re “FLoCed,” and there is a way to opt out of tracking - you have to disable third-party cookies in Chrome. As it is right now, you won’t find FLoC-blocking language in the Settings app to prevent Google from tracking you with the tech if you get recruited in the pilot. The fact that the test isn’t opt-in for users is pretty telling of Google’s intention to have FLoC enabled by default. Google says that FLoC is a technology that will improve user privacy while still allowing it to sell personalized ads online, which increases its bottom line.įLoC has received plenty of criticism so far, just as Google started a pilot that automatically enrolls many Chrome users into FLoC tracking without their knowledge. ![]() Called FLoC (Federated Learning of Cohorts), the tool will collect your internet browsing history and assign you to a cohort of users. Google is in the final stages of releasing a new user data collection tool for Chrome to replace third-party cookies.
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