Announced WordPress says it treats Google’s new FLoC tracking technology as a security concern and may by default block it across sites.
Browsers are increasingly starting to block third-party cookies that advertisers use for interest-based ads.
In response, Google introduced a new ad-tracking technology called FLoC, which uses a web browser to anonymously place users into interest groups or behaviors based on how they browse the web.
After Google began testing FLoC this month in Chrome, there was consensus among privacy advocates that FLoC is replacing one privacy risk with another.
And theShe said Digital Frontier Foundation: FLoC is intended to be a new way of getting your browser to do the profiling that third-party trackers used to do on their own, as your browsing activity has been reduced to a behavioral poster, and then shared with websites and advertisers.
She added: The technology avoids the privacy risks of third-party cookies, but it creates new files in the process, and it may also exacerbate many privacy issues with behavioral ads, including discrimination and targeting.
Since then, browser and search engine developers such as: Brave Browser, Vivaldi Browser and DuckDuckGo Search Engine have removed FLoC and created tools to block it.
WordPress suggests banning FLoC technology in future versions of the blogging platform, and said: We support nearly 41 percent of the web, and this community can help combat racism and discrimination via four lines of code.
WordPress explains that while some administrators will likely want to enable this technology, it is possible that these administrators have the technical knowledge to bypass the above code.
WordPress also indicated that it might add a setting that allows administrators to control whether or not FLoC is allowed.
However, the concern of WordPress is that those who are not familiar with this new tracking technology may choose it automatically without fully understanding what it implies, therefore, it is in the best interest of these users for WordPress to automatically disable the technology.