A growing number of browsers, developers and publishers are voicing their opposition of Google’s Floc API Google’s proposed method for tracking and targeting consumers without third-party cookies is being met with a growing chorus of dissent. Within the past month, a who’s who of tech players – including DuckDuckGo, GitHub and Mozilla Firefox – have vowed to block Google’s Floc API. Here’s what it means for marketers who are searching for answers. DuckDuckGo has long been a staple of the paranoid and the privacy-obsessed. The search engine enables users to surpass the personalized search results filter employed by most major search engines. So the fact that DuckDuckGo added a tool to its Chrome extension designed to block Google’s latest update – which is meant to enable targeted advertising – may not come as a surprise. Brave, another privacy-centric browser, was also quick out of the gate to thwart Google’s changes last month.