![]() ![]() He added that FLoC would expose personal data in new ways. In a trial run, Google Chrome to corral netizens into groups for tailored web ads rather than target individualsīrowser maker Vivaldi said yesterday: "FLoC off! Vivaldi does not support FLoC." Co-founder and CEO Jon von Tetzchner added: "Our privacy policy is simple and clear we do not want to track you.". ![]() EFF urges Google to ground its FLoC: 'Pro-privacy' third-party cookie replacement not actually great for privacy.Google's 'privacy-first' ad tech FLoC squawks when Chrome goes Incognito, says expert.Last month the Electronic Frontier Foundation (EFF) declared it "a terrible idea" and said that "the technology will avoid the privacy risks of third-party cookies, but it will create new ones in the process." The EFF also noted that having behavioural ads at all is an issue and that FLoC may exacerbate problems such as "discrimination and predatory targeting." One might imagine cohorts that identify users as looking for help with debt, for example.
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