DuckDuckGo's Chrome extension blocks Google's controversial new FLoC tracking technique

That Google tracks internet usage is hardly news -- it how the company has operated for years, and it is central to its business model. But the search giant recently started testing a new technique for delivering targeted ads to people called Federated Learning of Cohorts (FLoC), and it's now enabled for millions of users by default. While Google is insistent that FLoC is 'privacy-preserving mechanism' and one that ' enables ad selection without sharing the browsing behavior of individual users', the algorithm remains controversial for many. The cookie-free technique uses fingerprinting which the likes of the Electronic Frontier Foundation… [Continue Reading]