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DuckDuckGo has announced an add-on to the Chrome browser that blocks Google s new scheme to provide marketers with information for targeting advertising at Internet users.
The scheme called FLoC Federated Learning of Cohorts is being tested in Chrome, in some cases without the knowledge of the browser s users.
Apr 20, 2021 4:00 AM PT
DuckDuckGo has announced an add-on to the Chrome browser that blocks Google s new scheme to provide marketers with information for targeting advertising at Internet users.
The scheme called FLoC Federated Learning of Cohorts is being tested in Chrome, in some cases without the knowledge of the browser s users. If you re a Google Chrome user, you might be surprised to learn that you could have been entered automatically into Google s new tracking method called Federated Learning of Cohorts (FLoC), DuckDuckGo explained in a post on its website. It groups you based on your interests and demographics, derived from your browsing history, to enable creepy advertising and other content targeting without third-party cookies, it continued.