Mozilla Firefox and Safari are a few options. The stealthy automatic inclusion can be avoided in the FLoC by either simply avoiding Google Chrome and installing the DuckDuckGo Chrome extension or changing their settings in Google Chrome. The above was claimed because FLoC is based on “federated learning” that happens on the user’s device, and this AI-based learning involves sharing lesser user data than the third-party cookies. More precisely, the users will be targeted with ads but in a more anonymous manner.Īs claimed by Google, this was supposed to improve user privacy compared to third-party cookies. After this, the user will be served advertisements based on the cohort. It is based on machine learning and allows the web browser to study how users browse and then group them into ‘cohorts’ without their knowledge.

The users will now have an option of using either the DuckDuckGo application or extension and entirely opt-out of the FLoC monitoring.įLoC is the alternative to third-party cookies by Google. To avoid this data flow, DuckDuckGo, a competitor of Google search engine, has come forward with an extension for Google Chrome that can block FLoC tracking. To help websites recognize and target individuals, FLoC places each user in an ID group. Google Chrome uses FLoC (Federated Learning of Cohorts) to provide visibility into user data to any website.

Duckduckgo chrome extension