Although the company suggests users simply stop using Chrome as the most effective way to block FLoC - it's the only browser currently supporting this feature - those looking to continue using Chrome can install DuckDuckGo's extension that now comes with enhanced tracker blocking. However, privacy advocates like the Electronic Frontier Foundation and Google's own search-engine rival DuckDuckGo, remain unconvinced by this tracking method, which is currently being tested on Chrome users and could eventually make its way to the Web.ĭuckDuckGo has announced that its Chrome browser extension has been updated to block Google's new tracking technology. In context: Google pitched its Federated Learning of Cohorts (FLoC) tracking technology as a more privacy-respecting alternative to third-party cookies, letting advertisers track user cohorts or groups with similar browsing histories instead of targeting individuals.
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