Google FLoC - More and more people are opposed to Google's new tracking method

It is becoming more and more difficult for the advertising industry to distribute their cookies. Third-party cookies, which evaluate our surfing habits and place advertisements accordingly, are being blocked by more and more browsers. Read about FloC, Google's Alternative To Cookies In Agony: WordPress Announces Its Blocking.

Google then suggested an alternative. FLoC (Federated Learning Cohorts). This allows the surfing habits of individuals to be grouped together and the respective advertising is then displayed to precisely this group. It is still a test by Google that is being carried out in some countries.

But there are more and more critical voices against this test, so it may well happen that Google discontinues this test. After DuckDuckGo announced that it would block FLoC in its Chrome extension, Brave and Vivaldi also decided to block FLoC directly in the browser.

Vivaldi notes in the article: “The FLoC component in Chrome has to call the Google servers to check whether it can work, as Google only activates it in parts of the world that are not covered by the EU General Data Protection Regulation (GDPR). It seems that there is still some debate going on about whether FLoC could even be legal under GDPR regulations. We will continue to follow this closely."

Google is currently testing this new tracking feature in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the Philippines and the United States. We are currently not affected. But the more manufacturers oppose this new variant of persecution, the sooner it will be off the table.

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