Chrome Unboxed: If You Want To Opt-out Of Google’s Controversial New FLOC Tracking, Here’s How. “Google’s controversial, new tracking method called the Federated Learning of Cohorts (FLoC) is going live for some users in the United States, Canada, India, Japan, the Philippines, New Zealand, Mexico, Brazil, Indonesia, and Australia as a part of the company’s new Privacy Sandbox initiative. In the process, third-party cookies are becoming a thing of the past, and with that, many questions have come up regarding Google’s ability to have special, sole access and domination over user data.”
ZDNet: WordPress could treat Google FloC as a security issue. “The backlash against Google’s Federated Learning of Cohorts (FLoC) has continued, with a proposal raised in WordPress Core to block the controversial alternative identifier to third-party cookies by default. The WordPress proposal would see the blogging system use its weight to thwart FLoC.” WordPress powers a big chunk of the Web so this is important.
EFF: Am I FLoCed? A New Site to Test Google’s Invasive Experiment. “Today we’re launching Am I FLoCed, a new site that will tell you whether your Chrome browser has been turned into a guinea pig for Federated Learning of Cohorts or FLoC, Google’s latest targeted advertising experiment. If you are a subject, we will tell you how your browser is describing you to every website you visit. Am I FLoCed is one of an effort to bring to light the invasive practices of the adtech industry—Google included—with the hope we can create a better internet for all, where our privacy rights are respected regardless of how profitable they may be to tech companies.”
Neowin: DuckDuckGo updates extension to block Google’s FLoC tracking. “DuckDuckGo, the privacy search engine, has updated its DuckDuckGo Privacy Essentials extension for Chrome to block Google’s new tracking method FLoC (Federated Learning of Cohorts). The update to the DuckDuckGo add-on comes after Google began a FLoC trial which opted Chrome users in without the option to opt-out unless they turned off third-party cookies which would break some websites.”
Neowin: Here’s what you need to know about FLoC: Google’s alternative to individual tracking. “Google made some waves earlier this week when it boasted that it will soon stop tracking individuals via ads and their browsing activities. Many have understandably been wary about this announcement and believe that there must be a loophole which will still allow Google to track you and present you targeted ads. As usual, it is important to look past the headlines, as the devil is in the details. In this piece, we will take a look at what Google is proposing as an alternative to its usual tracking capabilities.”