Google’s FloC Will Be Being Blocked By DuckDuckgo

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DuckDuckGo has announced that it would block FLoC, Google’s latest method of monitoring users’ web browsing activities in Chrome.

Google is working on replacing third-party cookies with FLoC technology (Federated Learning of Cohorts). As per Google, Since it tracks behavior at a community level rather than an individual level, FLoC provides more protection than third-party cookies. Browsing behavior on FLoC cannot be linked to a specific user. It does, however, plan to collect enough information to deliver targeted advertising. Privacy advocates such as DuckDuckGo oppose all types of surveillance, even though it’s less intrusive.

DuckDuckGo had to take action against Google’s new monitoring technology, and it was just a matter of time. Although FLoC only was released a couple of weeks ago, DuckDuckGo already plans to block it with its Chrome browser extension and its search engine.

DuckDuckGo’s Browser Extension has undergone several changes

DuckDuckGo’s Chrome browser extension has been updated to provide the ability to disable FLoC interactions on websites. However, since Google has yet to approve the update, it is not yet available. Users must first have Google approve Chrome extensions before they can be downloaded. Users can download the Chrome extension update of DuckDuckGo, depending on the decision of Google.

DuckDuckGo is optimistic that the update will be accepted and made available in Chrome extension version 2021.4.8 (and later). The update will be available to download from the Chrome Web Store once it is complete.

DuckDuckGo’s Search Engine has undergone several changes

In a new update, DuckDuckGo is adding its FLoC-blocking functionality to search results. FLoC will be chosen from users on all computers and browsers using a DuckDuckGo search engine. Chrome users using a DuckDuckGo search engine will be selected from FLoC, whether or not they can use the DuckDuckGo browser extension.

While DuckDuckGo and Google have long been back and forth, the company now wishes to turn off all trackers when people use its search engine.

FLoC Final Remarks

FLoC is currently only supported by the Google Chrome browser as a means of data collection on users. FLoC is Google’s preferred method of replacing third-party cookies on a wider scale, but businesses like DuckDuckGo are working to keep the technology from gaining traction.

FLoC’s success will eventually be determined by the results it generates for advertisers. According to Google, FLoC is 95 percent as successful as third-party cookies in research. In fact, it’s unclear if those arguments hold up.

Apart from FLoC, Google has stated that it will not create new ways to monitor users until third-party cookies are phased out.

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Google’s FloC Will Be Being Blocked By DuckDuckgo

DuckDuckGo has announced that it would block FLoC, Google’s latest method of monitoring users’ web browsing activities in Chrome.

Google is working on replacing third-party cookies with FLoC technology (Federated Learning of Cohorts). As per Google, Since it tracks behavior at a community level rather than an individual level, FLoC provides more protection than third-party cookies. Browsing behavior on FLoC cannot be linked to a specific user. It does, however, plan to collect enough information to deliver targeted advertising. Privacy advocates such as DuckDuckGo oppose all types of surveillance, even though it’s less intrusive.

DuckDuckGo had to take action against Google’s new monitoring technology, and it was just a matter of time. Although FLoC only was released a couple of weeks ago, DuckDuckGo already plans to block it with its Chrome browser extension and its search engine.

DuckDuckGo’s Browser Extension has undergone several changes

DuckDuckGo’s Chrome browser extension has been updated to provide the ability to disable FLoC interactions on websites. However, since Google has yet to approve the update, it is not yet available. Users must first have Google approve Chrome extensions before they can be downloaded. Users can download the Chrome extension update of DuckDuckGo, depending on the decision of Google.

DuckDuckGo is optimistic that the update will be accepted and made available in Chrome extension version 2021.4.8 (and later). The update will be available to download from the Chrome Web Store once it is complete.

DuckDuckGo’s Search Engine has undergone several changes

In a new update, DuckDuckGo is adding its FLoC-blocking functionality to search results. FLoC will be chosen from users on all computers and browsers using a DuckDuckGo search engine. Chrome users using a DuckDuckGo search engine will be selected from FLoC, whether or not they can use the DuckDuckGo browser extension.

While DuckDuckGo and Google have long been back and forth, the company now wishes to turn off all trackers when people use its search engine.

FLoC Final Remarks

FLoC is currently only supported by the Google Chrome browser as a means of data collection on users. FLoC is Google’s preferred method of replacing third-party cookies on a wider scale, but businesses like DuckDuckGo are working to keep the technology from gaining traction.

FLoC’s success will eventually be determined by the results it generates for advertisers. According to Google, FLoC is 95 percent as successful as third-party cookies in research. In fact, it’s unclear if those arguments hold up.

Apart from FLoC, Google has stated that it will not create new ways to monitor users until third-party cookies are phased out.

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