Users can avoid the stealthy automatic inclusion in FLoC by either simply avoiding Google Chrome altogether, installing the DuckDuckGo Chrome extension or changing their settings in Google and/or Chrome.īasically, FLoC is the search tracking response to the decision of many browser vendors to cease the use of third-party cookies due to concerns over user privacy. Understandably concerned about privacy, many users have expressed wanting to learn more about alternative search engine options. However, the company waited only a short time before deciding the tracking method would apply to all Google Chrome users regardless of whether the user chose to opt in or not. Google first implemented FLoC in order to offer all users advertisements based on their demographic and search trends, but without including third-party cookies. Furthermore, users now have the option of using either the DuckDuckGo application or extension to entirely opt out of FLoC monitoring. In response, the alternative search engine DuckDuckGo has come out with an extension for Chrome that can block FLoC tracking. In fact, FLoC places each user in an ID group to help websites recognize and target individuals.

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