Moreover, persistent FLoC IDs make it easy to de-mask user anonymity when you have such rich data sets in your hands. One problem with it is that the cookie system, which was supposed to be replaced by FLoC, is still here, so Google is now using two tracking methods that supplement each other. The idea is to continue gathering valuable information that can generate targeted advertising revenue while still respecting people’s anonymity. In summary, FLoC is Google’s new tracking system that puts users into larger groups instead of tracking them as individuals. As a response, DuckDuckGo, the internet search engine that emphasizes user privacy, released a Chrome extension that promises to block FLoC (Federated Learning of Cohorts) tracking for those who happen to have been selected as Google’s “guinea pigs.” However, the tech giant has pushed forward with the plan anyway.

Google’s decision to impose its new cookie-less tracking system onto a random subset of Chrome users has been met with numerous objections by privacy advocates and the internet community in general.

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