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Why Other Browsers Are Not In a Hurry To Use Google's FLoC

Google's logo on an abstract background
Image Credit: Canva

Google may be alone moving along with its projected advertising technology to interchange third-party cookies. each major browser that uses the open source chromium project has declined to use it, and it’s unclear what that may mean for the long run of advertising on the web.

What is FLoC?

A couple of weeks ago, Google declared it absolutely was commencing to take a look at a replacement ad technology within Google Chrome known as the Federated Learning of Cohorts, or FLoC.

It uses an algorithm to view at your browser history and place you among a cluster of individuals with similar browsing histories in order that advertisers will target you. It’s more protective of personal data than cookies, however it’s additionally sophisticated and has some potential privacy implications of its own if it’s not applied right.

Google Chrome is constructed on an open source project, so FLoC was applied as a part of that project that different browsers may include. No other browsers are in a hurry to implement Google's FLoC.

One note I’ll drop here is that some people are at ease that no one else is implementing floc right away, as a result of the means FLoC was made puts a really huge responsibility on a browser maker. If applied badly, floc may accidentally release sensitive information. It’s a sophisticated technology that will seem to keep you semi-anonymous, however, there are enough details to cover dozens of worries.

Quotes From Major Browsers

“The worst aspect of FLoC is that it materially harms user privacy, under the guise of being privacy-friendly.” - Brave

“We will not support the FLoC API and plan to disable it, no matter how it is implemented. It does not protect privacy and it certainly is not beneficial to users, to unwittingly give away their privacy for the financial gain of Google.” - Vivaldi

"The significance now is the end of third party cookies, which will reduce the amount of cross-website tracking on the web. While we and other browsers are discussing new and better privacy-preserving advertising alternatives to cookies including FloC, we have no current plans to enable features like this in the Opera browsers in their current form." - Opera

DuckDuckGo already created a browser extension for other web browsers to block Google's FLoC.

''We don’t buy into the assumption that the industry needs billions of data points about people, that are collected and shared without their understanding, to serve relevant advertising. That is why we’ve implemented Enhanced Tracking Protection by default to block more than ten billion trackers a day, and continue to innovate on new ways to protect people who use Firefox." - Mozilla Firefox

"We believe in a future where the web can provide people with privacy, transparency and control while also supporting responsible business models to create a vibrant, open and diverse ecosystem. Like Google, we support solutions that give users clear consent, and do not bypass consumer choice. That’s also why we do not support solutions that leverage non-consented user identity signals, such as fingerprinting."- Microsoft

For Safari, Apple is using the same approach as Microsoft, one of caution and not in a hurry to implement FLoC.


All of this is as a result of the fact that all the principal web browsers already have or will in no time block third-party cookies, the default means of recognizing you and monitoring you throughout the web. All major web browsers are committed to protecting user privacy while on the web which has spelled the death of third-party Cookies.

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