Privacy-Focused Browsers Oppose Google’s FLoC Technology
DuckDuckGo, Brave and Vivaldi Rejected Google’s Call to Implement FLoC in Their Browsers.
However, privacy-focused companies such as Brave, DuckDuckGo, Vivaldi, and others rejected Google’s call to implement FLoC in their own browsers.
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This creation of a personally identifiable profile is exactly why user privacy advocates reject cookies on browsers and websites.
Browsing app developers such as DuckDuckGo and Brave strongly believe that FLoC technology doesn’t protect privacy and it certainly isn’t beneficial to users. The companies want Google to stop tracking user behavior. They say creating groups to protect users is just fluff, as tracking still continues in the new FLoC system.
On April 9th, DuckDuckGo announced that it has updated its web browser extension to block Google’s new FLoC tracking method in Chrome. They’ve also pointed that removing all trackers will actually improve the website loading speed by 46% and also decrease Internet data usage up to 34%.
Like Brave and DuckDuckGo, Vivaldi also notes that while it uses Google’s Chromium as the underpinnings of its own browser, it is free to do its own thing when it comes to FLoC. Unlike Google, Vivaldi stands up for the privacy rights of its users and does not approve of tracking and profiling, “in any disguise.” As a result, Vivaldi will also block Google’s FLoC technology.
At the moment, FLoC is being tested in a small percentage of users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the Philippines, and the US.
Google intends to further expand the testing in more regions in the upcoming weeks.