Earlier this year, Google announced that it will stop tracking individuals via ads and will implement a new system called Federated Learning of Cohorts (FLoC), a system it first proposed back in January 2021.
Essentially, FLoC will allow Google to assign users to a cohort based on their online activities, thereby preserving anonymity while also serving them targeted advertisements. However, the introduction of FLoC did not go the way Google had planned. Earlier this month, privacy focused search engine DuckDuckGo announced an update for its Privacy Essentials extension to block FLoC. The Electronic Frontier Foundation (EFF), on the other hand, published an article outlining how FLoC is a terrible idea. Soon after, Vivaldi and Brave announced that they will not be enabling FLoC on their respective web browsers.
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