Google launches Topics API to replace tracking cookies, and kills off controversial FLoC
Ever since Google first announced Federated Learning of Cohorts (FLoC), it was controversial. So hated was FLoC that the likes of WordPress said the ad-targeting technology should be seen as a security concern, and DuckDuckGo took steps to block it.
Now Google has announced that FLoC is dead. On top of this, the company has a replacement waiting in the wings -- Topics API for Privacy Sandbox. The feedback from the trials of FLoC have proved instrumental in the development of Topics and its delivery of interest-based ads.
FLoC off! WordPress proposes treating Google's new targeted ad tech as a security concern
Google's Federated Learning of Cohorts (FLoC) technology has raised the hackles of many, and the latest to express concern at the new user tracking and ad targeting technique is WordPress.
The blogging platform joins the likes of DuckDuckGo in standing up to Google, suggesting it could block Google's new technology on the sites it powers. With WordPress catering for around two-fifths of the web, the proposal could have a huge impact on what Google has planned. Fighting FLoC, WordPress says it "can help combat racism, sexism, anti-LGBTQ+ discrimination and discrimination against those with mental illness with four lines of code".
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 and other privacy groups have expressed great concern about. For anyone who would like to block Google's new tracking method, DuckDuckGo's Chrome extension is here to help.