Why Brave, DuckDuckGO and Vivaldi are blocking it?Īccording to brave, maker of Brave browser, FLoC is harmful to web users.Brave focuses on three aspects of FLoC that it believes make the Web head in the wrong direction: Whatever you do on the web, it is summarized into a cohort ID. Each user in the group is assigned a cohort ID which is shared with the advertisers to serve ads. A cohort consists of data of people with similar browsing habits. The groups are called cohorts in technical terminology. It stands for Federated Learning of Cohorts.įLoC is a browser standard of Google Chrome where it collects the data about the user’s web browsing habits, preferences, activity, and the data is grouped with that of others with similar preferences and habits. Google is putting an end to these 3rd party cookies and replacing them with FLoC. Today, most of the sites uses cookies to help advertisers place the ads that suit your needs or likings by collecting your data, when you give consent to them.
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