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by John W. Simek, Vice President of Sensei Enterprises, Inc.

DuckDuckGo Stops New Google Tracking Method in Chrome

April 13, 2021

Concerned about your privacy? One of the most effective measures to protect your privacy is to cease the use of any electronic device. Unfortunately, very few of us are willing to take that step. According to a post by Paul Thurrott, there is a less drastic alternative. The Chrome browser extension from DuckDuckGo will block Google’s new FLoC tracking method.

DuckDuckGo stated, “If you’re a Google Chrome user, you might be surprised to learn that you could have been entered automatically into Google’s new tracking method called Federated Learning of Cohorts (FLoC). It groups you based on your interests and demographics, derived from your browsing history, to enable creepy advertising and other content targeting without third-party cookies … Google decided not to make this new tracking method a user choice and instead started automatically including millions in the scheme. If you’re reading this in Chrome while logged in to a Google account, yes, that likely means you too, and if not now, then eventually.”

I’m a big fan of DuckDuckGo and glad it continues to evolve to protect user’s privacy. Keep up the good work.

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