Google started an advertising initiative called “FloC” in March 2021. FloC is an abbreviation for Federated Learning of Cohorts. FloC is an alternative to cookies that allows Chrome to track users for advertising purposes.
However, there has been a commotion about the way FloC works. According to specialists, it would still be possible via FloC anonymous users can be traced back to individual persons. Fingerprinting would become easy through FloC.
Fingerprinting is the process by which a third-party site or service collects small pieces of information about a user's computer and puts those pieces together to form a unique image, or “fingerprint,” of the user's device. The two main forms are browser fingerprinting, where this information is provided through the browser when a user visits remote sites, and device fingerprinting, where the information is provided through apps a user has installed on their device.
Google itself says that FloC cannot be traced back and says that the privacy of their users comes first.
Now to prevent Google from having or being able to activate FloC in your browser, you first need to know if FloC is already enabled in the Chrome browser. Google has enabled FloC for approximately 0,5% of its Chrome browser users.
Opt out of Google Floc in Google Chrome
If you are signed up for FloC in Chrome you can do a number of things. You can block third-party cookies in the browser. A use a different search engine or you can use an alternative browser instead of Google Chrome.
Block third-party cookies in Google Chrome
Open the Google Chrome browser. In the address bar type: chrome: // settings / cookies
Enable the option: Block third-party cookies.
Use a different search engine in Google Chrome
If the Chrome browser on your PC or Mac has activated FloC. In short, if you are signed up for FloC and you want to continue using Chrome, it is best to use a different search engine.
The DuckDuckGo search engine is the best alternative to Google search. DuckDuckGo has indicated FloC will be blocked using their browser extension.
It is therefore recommended DuckDuckGo browser extension (DuckDuckGo Privacy Essentials) to install.
Use a browser other than Google Chrome
If you really don't want anything to do with Google's ad tracking method (FloC), install and use a different browser. In principle you can use any other browser. Think of Firefox, Microsoft Edge (Chromium), Safari, Brave (Chromium), Vilvaldi (Chromium). All Chromium-based web browsers have indicated that they will block FloC except Google Chrome. So there was plenty of choice!
I hope this helped you. Thank you for reading.