DuckDuckGo has never made a mystery of its critical position towards user tracking systems that enable targeted advertising on websites and social platforms.
After all, he built his alternative offer by distinguishing himself with a strong focus on online privacy.
Also in relation to FLoC technology, the Federation Learning of Cohorts, which Google is trying to introduce in place of third-party cookies, increasingly hampered by browsers and operating systems, DuckDuck
Which are also in the case of the FLOC completely unfavorable.
Google, says DuckDuckGo, decided after a short trial period not to make this new tracking method a choice for the user and instead, after having inserted it into Chrome, it started to automatically include millions of people in the scheme.
FLoC, in fact, groups users according to the interests and demographic data, derived from the browsing history, to allow advertising and other targeted content without having to rely on third-party cookies.
According to DuckDuckGo, the criteria for opt-in in FLoC are a bit hidden and conflicting, and for this reason the private browser company has launched a way to block this technology.
In response to the fact that Google has automatically activated FLOC, DuckDuckGo has further enhanced the tracker block in its Chrome extension, in order to also block FLOC interactions on websites.
This move, the company emphasized, is in line with the unique purpose of the DuckDuckGo extension, to protect the privacy of users in a holistic way while using their browser. The FLoC locking function is included in version 2021.4.8 and later of the DuckDuckGo extension, which should be updated automatically.
In addition to a practical tool to block it, DuckDuckGo has then shared with users what are its concerns regarding privacy regarding the FLoC method and some suggestions on how to protect privacy online.