It is disappointing to see Google, instead of taking the present opportunity to help design and build a user-first, privacy-first Web, proposing and immediately shipping in Chrome a set of smaller, ad-tech-conserving changes, which explicitly prioritize maintaining the structure of the Web advertising ecosystem as Google sees it. Brave said in response to Google’s practices, it has removed FLoC in the Nightly version of both Brave for desktop and Android.īrave voiced its displeasure with Google’s methods: It's like walking into a store where they already know all about you! In addition, while FLoC is purported to be more private because it is a group, combined with your IP address (which also gets automatically sent to websites) you can continue to be tracked easily as an individual.īrave, meanwhile, said it vehemently opposes FLoC, and any feature that’s designed to share information about users and their interest without first getting consent.
Websites you visit will immediately be able to access this group FLoC ID and use it to target ads or content at you. With FLoC, by simply browsing the web, you are automatically placed into a group based on your browsing history (“cohort”). DuckDuckGo explains some of the privacy concerns over FLoC on its blog: All three have published blog posts openly pushing back against FLoC, with DuckDuckGo releasing a Chrome extension that will block FLoC’s tracking.
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