![]() With FLoC, by simply browsing the web, you are automatically placed into a group based on your browsing history (“cohort”). ![]() To exclude these, Google somehow needs to know about these, as it would not be able to make the determination otherwise. Google should not be the one determining what is sensitive and what is not : Google wants to exclude sensitive categories, such as race, religion, sexual orientation, and others from being used by FLoC, to avoid creating cohorts made up of these groups.FLoC Makes it Easier For Sites To Track You Across The Web : FLoC adds an enormous amount of fingerprinting surface to the browser, as the whole point of the feature is for sites to be able to distinguish between user interest-group cohorts.Many browsers don’t send third-party cookies at all Brave hasn’t ever. But this is a misleading baseline to compare against. FLoC Tells Sites About Your Browsing History : Google says FLoC is privacy preserving compared to sending third-party cookies.Why Brave, DuckDuckGO and Vivaldi are blocking it?Īccording to brave, maker of Brave browser, FLoC is harmful to web users.Brave focuses on three aspects of FLoC that it believes make the Web head in the wrong direction: Whatever you do on the web, it is summarized into a cohort ID. Each user in the group is assigned a cohort ID which is shared with the advertisers to serve ads. A cohort consists of data of people with similar browsing habits. The groups are called cohorts in technical terminology. It stands for Federated Learning of Cohorts.įLoC is a browser standard of Google Chrome where it collects the data about the user’s web browsing habits, preferences, activity, and the data is grouped with that of others with similar preferences and habits. Google is putting an end to these 3rd party cookies and replacing them with FLoC. Today, most of the sites uses cookies to help advertisers place the ads that suit your needs or likings by collecting your data, when you give consent to them.
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