DuckDuckGo plans to block FLoC, Google's way of Tracking Users' Activity

DuckDuckGo decides to create a blockage for FLoc that is a new way by Google for tracking users' browsing activity while in Chrome. Google has brought in a new technology named FLoC (Federated Learning of Cohorts) in place of using third-party cookies in Chrome.

DuckDuckGo has finally planned to block FLoC through the updation of its Chrome browser extension, enabling users on all devices to opt-out of FLoC while surfing the DuckDuckGo search engine. The update, however, is still pending to get approved by Google. It is totally at the discretion of Google to allow users to download DuckDuckGo’s Chrome extension update.

FLoc is more privacy-oriented compared to third-party cookies since it monitors group activity and not individual activity. Moreover, Google does not provide the option to opt out of FLoc tracking.

Read more at www.searchenginejournal.com