WordPress, a popular content management system, said it would start blocking Google’s FloC because it considered ad tracking technology a security concern.
The company has released set codes that allow developers to block FloC for their websites.
“WordPress has the power of about 41% of the web – and this community can help combat racism, sexism, anti-LGBTQ + discrimination and discrimination against people with mental illness with four lines of code,” the post said.
WordPress also quoted a post on the Electronic Frontier Foundation blog that rated Google’s FloC as a terrible idea. The post criticized Google’s decision to put people in groups based on their browsing habits. He added that this could lead to various types of discrimination and even predatory targeting of unsophisticated consumers.
In case you didn’t know, FloC stands for Federated Learning of Cohorts. Google’s new technology replaces the current practice of using third-party tracking cookies. Google believes the new system is safer than the previous one because it shows ads based on your cohort instead of on individual data. The company adds that the method will also help improve user privacy because “collaborative learning” involves sharing less data.
Not everyone bought Google’s privacy argument with FloC. Already, privacy-focused search engines, DuckDuckGo, Brave and Vivaldi, have expressed concern about the technology and have even sworn to block their platforms.
“After a short trial period, Google decided not to make this new tracking method a user’s choice and instead automatically included millions in the scheme. If you’re reading this in Chrome while signed in to a Google Account, yes, that probably means you too , and if not now, then eventually, “DuckDuckGo said in a recent post.
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Vivaldi raised a similar concern in his post and announced the blocking of technology from his browser. The company said FloC is a tracking technology that requires privacy. It was also said that FloC technology could continue to work in parts of the world that are not covered by the strict EU GDPR.