The search giant Google, which focuses on the advertising business, is testing a novel tracking method called Federal Learning Queue (FLoC) for its Chrome browser, which has a leading market share, but this has caused great controversy.
It can classify different interests and statistical data according to the browsing history of a group of users, in a thought-provoking way, and achieve targeted advertising and another content positioning without the need for third-party cookies.
For a long time before, it was difficult for end-users to avoid being tracked by FLoC without the help of third-party tools (for example, through DuckDuckGo’s browser privacy extension). However, the latest Chrome Canary experience version seems to finally provide an option to disable FLoC grouping, but it is still a bit deep. To disable this feature, you have to perform the following cumbersome operations:
- First, jump to the chrome://flags tag setting page in the multi-function address bar of the browser;
- Then find and enable #privacy-sandbox-settings-2 this privacy sandbox No. 2 settings’ (as shown in the figure above);
- After restarting the browser, go to the chrome://settings setting page again;
- Finally, find the “privacy sandbox setting” of privacy sandbox and disable FLoC.
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At present, tens of millions of people around the world have joined the FLoC test unknowingly, and Google plans to expand the test scope to hundreds of millions of users. However, many organizations, including the Electronic Frontier Foundation, and many browser developers, have expressed serious concerns about this.
The general view in the industry is that FLoC makes it easier for the company to identify users’ characteristics, and then implement targeted advertising or content targeting in other ways. To find out if you have been involved, you can go to the AmILFLoCed.org website created by EFF for testing.
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