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Duckduckgo floc5/24/2023 ![]() ![]() Although Google hopes to expand the technology beyond the confines of its own web browser, DuckDuckGo and other opponents look set to stand in its way. “We’re nevertheless committed and will continue to do our part to deliver on our vision of raising the standard of trust online.”įLoC is currently undergoing a trial period, exclusively on Chrome. “We’re disappointed that, despite the many publicly voiced concerns with FLoC that have not yet been addressed, Google is already forcing FLoC upon users without explicitly asking them to opt in,” said DuckDuckGo in a statement. Others believe the improvement in privacy standards will be minimal and that FLoC simply provides advertisers with a different set of tools to play with.Īs per a recent blog post (opens in new tab), DuckDuckGo’s opposition is founded in large part on Google’s failure to request the permission of Chrome users before deploying the new technology. Some have questioned the purity of Google’s motives, in the context of the many billions of dollars the company makes on online advertising each year. The first point of the guide explicitly tells people to stop using Google. However, a number of different privacy advocates have voiced concerns about the new technology. The DuckDuckGo guide to avoiding FLoC has certain aggressive measures to stop Google’s latest tactic. ![]()
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