"FLoC is simply not good for privacy,” said Gabriel Weinberg, CEO and founder of DuckDuckGo, in statement. The company's already dominant tracking and advertising business could become even more powerful. And the change seems likely to consolidate more data in Google's hands, hamstringing competitors. ![]() Google will continue tracking consumers, albeit in a slightly more anonymous way. On one hand, privacy advocates welcome the end of third-party cookies because it stops one of the main ways consumers are monitored by a wide variety of companies.īut they argue the move eliminates one privacy problem by introducing another. ![]() Google says it will be rolling out FLoC as a way for the Chrome browser to collect the information needed to target consumers with personalized ads once third-party cookies are eliminated.
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