Basically, Google’s FLoC replaces third-party cookies by grouping Chrome users based on their interests and demographics.Google claims it’s a better alternative to third-party cookies, but privacy advocates disagree — and so does DuckDuckGo, Brave, and Vivaldi.
Google launched FLoC less than two weeks ago, and DuckDuckGo is already planning to block it in the DuckDuckGo search engine and Chrome browser extension.Chrome users will be opted out of FLoC when they use the DuckDuckGo search engine regardless of whether they have the browser extension installed.
Google is running a Chrome "origin trial" to test out an experimental new tracking feature called Federated Learning of Cohorts (aka "FLoC").FLoC exists because Google acknowledges the privacy harms of third-party cookies, but insists on continuing to let advertisers target you based on how you browse the web.
Google is just starting to test its replacement for third-party cookies, but DuckDuckGo is already announcing that it wants to block that tech with its Chrome extension.
Google recently declared that it will stop selling targeted ads based on your internet history as provided by third party cookies, and is instead working on a new privacy conscious way for advertisers to target internet users called Federated Learning of Cohorts (FLoC).
The Google solution–called Federated Learning of Cohorts (FLoC)—is promoted as a way to put people’s privacy first by limiting the capability of third parties to track their activity across the web using Cookies.
With TALON, Flock Safety wants to provide that capability across the entire country, meaning police in one state could track a car's movements as it goes hundreds of miles away.
Residents of the neighborhood had pooled their money to rent these cameras, and the software behind them, from Flock Safety — an Atlanta-based company that has found clients for its automatic license plate readers in safety-conscious communities, homeowners’ associations and local police departments across 30 states.