Additionally, assuming the website is an e-commerce one, it will know that this particular user had previously visited and purchased certain items. However, privacy-focused companies such as Brave, DuckDuckGo, Vivaldi, and others rejected Google’s call to implement FLoC in their own browsers.īrowser apps use cookies to understand the users’ preferences and to deliver better search results. It also wants other browsers and website hosting companies to embrace new web technology. The search engine giant believes the FLoC technology will be less intrusive compared to the current practice in terms of user privacy. The aim of FLoC is to eventually replace the practice of browsers and third-party websites storing user data (cookies). Last month, Google announced that it will introduce a new web technology – Federated Learning of Cohorts (FLoC).
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