“Advertising is essential to keeping the web open for everyone,” This is directly in line with the single purpose of our extension of protecting your privacy holistically as you use your browser.

In response to Google automatically turning on FLoC, we’ve enhanced the tracker blocking in our Chrome extension to also block FLoC interactions on websites. After a short trial period, Google decided not to make this new tracking method a user choice and instead started automatically including millions in the scheme. 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. “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).

Now privacy champion DuckDuckGo has announced that it has released an update to their browser plugin which would block FLoC The system would profile users into groups based on their browsing history, and then offer this group ID to websites to advertise against. Google is currently in the process of testing and refining its FLoC machine learning algorithm on millions of Chrome users.

Duckduckgo floc