Recently Google has begun testing their replacement for the cookies of third-party. On the other hand, DuckDuckGo has already made a public announcement where they promised to block this latest technology along with the Chrome extension.
The FLoC of Google is a tech for the Cohorts of Federated Learning. This is designed for the purpose of advanced privacy in order to track the users as well as send ads to those users. Nonetheless some of the privacy advocates including the Electronic Frontier Foundation. Made the claims that this might turn out to be harmful to the consumers.
Harmful Ads To Be Blocked By DuckDuckGo
FLoC is a kind of technology by which the advertisers will be able to target some specific groups rather than individual people. As a result, the privacy advocates have argued that even though the use of the 3rd party cookies is much better, FLoC identifications might prove to be harmful to the consumers.
This is mainly due to the reason that the ads might possibly contain sensitive information. In addition, these ads might offer an additional data point that allows the advertisers to identify the users individually.
DuckDuckGo has stated that they agree with these privacy concerns and also declared that this recent version of their Chrome extension might act useful in preventing websites to track users through FLoC IDs. Although the extension has to be approved for the users to use it.
DuckDuckGo has also informed that they will block the collection of FLoC IDs which will prevent the advertising and identification of users despite the Chrome extension update.
This announcement and decision by DuckDuckGo were expected since they are a competitor of Google and endorse themselves as privacy protectors.
