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Google Has A Plan To 'Fix' Online Privacy. Everybody Hates It

By Protocol

April 20, 2021

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Google recently decided to adopt a new way to track users: Federated Learning of Cohorts, or FLoC. Google says it's more private than cookies and still nearly as effective for advertising.

So far, the rest of the Internet pretty much hates FLoC. The WordPress development team is proposing to "treat FLoC as a security concern," and opt every site out of the system by default. DuckDuckGo, Brave, Vivaldi, and others have all promised to block the new tracking systems.

The Electronic Frontier Foundation explained in a blog post why FLoC is a bad idea: "Google will surely tout this as a step forward for 'transparency and user control,' knowing full well that the vast majority of its users will not understand how FLoC works, and that very few will go out of their way to turn it off."

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