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DuckDuckGo promises to block FLoC tracking technology from Google

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Criticize Privacy-focused search engine DuckDuckGo is a method for tracking new ads from Google, saying: It is harmful to privacy and classifies users into groups based on their browsing history, and any website can get a group ID to target them.

AndStarted Google is just testing its third-party cookie alternative to FLoC, but DuckDuckGo is the search engine Advertise He wants to block this technology through his Chrome extension.

Google designed FLoC to be a more privacy-focused way to track users and serve ads to them, but some privacy advocates, such as the Electronic Frontier Foundation, They explained It may be harmful to consumers.

FLoC groups users into groups based on their behavior, and advertisers can then target these groups instead of individuals.

In response to Google’s decision to automatically run FLoC within its web browser, the search engine DuckDuckGo, which exceeded 100 million daily search queries, has strengthened the tracking block in its Chrome extension to prevent FLoC interactions across websites.

Although Google’s new technology is better than third-party cookies, the privacy advocates’ argument is that FLoC identifiers may still be harmful to consumers, as they contain potentially sensitive information in addition to providing another data point that allows advertisers to identify you more closely. Individually.

DuckDuckGo says he agrees with those concerns, and the latest version of his Chrome extension prevents websites from tracking users via their FLoC definition.

DuckDuckGo notes that an update of the extension must be approved by Google before it becomes available to its users.

In addition to updating the extension, DuckDuckGo says its search engine stops collecting FLoC IDs and using them to identify or advertise users, regardless of whether you are using their Chrome browser extension.

DuckDuckGo said: This step is directly in line with the sole purpose of our expansion to comprehensively protect your privacy while you use your browser.

It is noteworthy that this situation is not considered surprising to one of Google’s competitors, especially if it uses privacy as one of its main selling points.

It is noteworthy that the technology is not yet out of the testing phase, but other companies are looking to prevent it.

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