“It groups you based on your interests and demographics, derived from your browsing history, to enable creepy advertising and other content targeting without third-party cookies,” it continued.Īfter a short trial period,” it noted, “Google decided not to make this new tracking method a user choice and instead started automatically including millions in the scheme.”ĭuckDuckGo, which makes a search engine that competes with Google, added that it has updated its Chrome extension designed to block Internet trackers to also block FLoC interactions on the Web. “If you’re a Google Chrome user, you might be surprised to learn that you could have been entered automatically into Google’s new tracking method called Federated Learning of Cohorts (FLoC),” DuckDuckGo explained in a post on its website. The scheme called FLoC - Federated Learning of Cohorts - is being tested in Chrome, in some cases without the knowledge of the browser’s users. DuckDuckGo has announced an add-on to the Chrome browser that blocks Google’s new scheme to provide marketers with information for targeting advertising at Internet users.
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