![]() Powered by AI, it allows Google to collect data on users' browsing habit, and then group them into ‘cohorts’. Read: DuckDuckGo, Brave And Vivaldi Aren't Allowing Google’s FLoC To Work On Their BrowsersįLoC is the alternative to third-party cookies by Google. While Google markets it as a step towards a more private and possibly a safer web, the initiative is not welcomed by many, thinking that the only thing Google cares, is its business.īrowser maker Vivaldi and Brave have both expressed their displeased attitude towards the search engine titan. In Google's words, it's all about finding a solution that protect both users' privacy, and lets content remain free to the the open web.Īnd its way, is by using the "Federated Learning of Cohorts" proposal (FLoC) as a substitute to cookies. It was back in 2019 when Google announced the "Privacy Sandbox." As a way to find alternatives to cookies, Google proposes to eliminate the trackers, but without affecting publishers or other players in the industry. But when they do, privacy-concerned individuals suggest that Google is hiding something. Google and privacy are rarely on the same page.
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