What is Google FLoC and Why is DuckDuckGo Against It?

Google is developing a new technology called the FLoC (Federated Learning of Cohorts) to phase out third-party cookies in Chrome and other browsers. FLoC is based on machine learning and it is capable of studying user patterns anonymously, and then group the users based on their browsing data. Google claims that FLoC will improve user privacy and protect users from invasive tracking. Internet privacy companies like DuckDuckGo (and other browsers) are trying to prevent the FLoC from gaining momentum. DuckDuckGo mentioned that FLoC will group users based on their interests and demographics, which are derived from the browsing history. And this will allow advertising and content targeting without using third-party cookies. In addition, DuckDuckGo has pointed out that Google has automatically started including millions of Chrome users into the FLoC instead of asking their permission first. In response to the FLoC, DuckDuckGo is developing an enhanced tracker blocking technology into its own chrome extension to block all FLoC interactions on their websites.