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FLoC

Google Store

Google is introducing yet another system to replace tracking cookies

January 25th, 2022

Google wants to phase out support for third-party cookies from Chrome, which should be good news for privacy-conscious internet users who don’t want to be tracked online. But Google still wants to sell more expensive ads, and that’s only possible if advertisers can serve ads that match a user’s interests. Some sort of data collection …

Google Chrome

Google has new tech to track your web browsing – here’s how to stop it

April 28th, 2021

Facebook has attracted an outsized share of attention this week over the way it tracks its users’ activity, with that scrutiny coming as a result of Apple rolling out iOS 14.5 on Monday — a highly anticipated new update to Apple’s mobile operating software that will crack down on this type of tracking activity. However, …

Google Chrome FLoC

Here’s why the Brave browser is blocking Google’s new FLoC tracking

April 13th, 2021

Google is in the final stages of releasing a new user data collection tool for Chrome to replace third-party cookies. Called FLoC (Federated Learning of Cohorts), the tool will collect your internet browsing history and assign you to a cohort of users. Google says that FLoC is a technology that will improve user privacy while …

Google Chrome Tracking

DuckDuckGo’s new tools can stop Google from tracking you in Chrome

April 12th, 2021

Google promised to remove the third-party cookies from Chrome that are widely used to track users online for advertising purposes. But Google remains one of the most important players in the online ads business. The company will replace the cookies with a technology that it claims will enhance user privacy. FLoC (Federated Learning of Cohorts) …

Google Chrome

This site tells you if Google’s new ad tech is ‘spying’ on you

April 11th, 2021

Google vowed a few weeks ago to stop allowing advertisers to track users online with third-party cookies, a move intended to improve user privacy. But Google also said at the time that it would introduce FLoC (or Federated Learning of Cohorts), a new technology in Chrome that will let it improve the anonymity of users …

Chrome User Tracking

How to opt out of Chrome’s user tracking tool that replaces cookies

April 1st, 2021

Google promised a few weeks ago that it would not develop new user-tracking tools once it kills third-party cookies in the near future. Cookies are part of the current web-browsing experience on desktop and mobile. They’re meant to help with the functionality of certain websites, but are often used to track users across those very …