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  /  Latest News   /  Here’s How Google’s Latest Tracking Technology Works: Learn How to Put an End to It
Google

Here’s How Google’s Latest Tracking Technology Works: Learn How to Put an End to It

Google has stated that it would not use technologies that monitor individuals through various websites due to privacy concerns.

Google announced a few weeks ago that it will no longer enable advertisers to monitor users’ online activity using third-party cookies, in an approach to strengthen consumer privacy. However, at the time, Google announced that it will implement FLoC (or Federated Learning of Cohorts), a new tech in Chrome that would enable it to boost user confidentiality while still gathering their browsing data for advertising purposes.

Google stated FLoC would be tested in a small pilot run before being rolled out to the general public, but it did not offer a clear way for users to stay out of the trial. The Electronic Frontier Foundation (EFF) has already slammed Google’s proposed FLoC tracker, claiming that this user activity monitoring tool may still be harmful to users’ privacy. FLoC is a bad idea, according to the advocacy community, and Google should abandon the project.

In the beginning, Google revealed that it would eliminate third-party cookies, which have been used to allow online advertising for decades, in order to comply with rising data privacy requirements in Europe and the United States.

For years, privacy advocates have chastised tech companies like Google for using cookies to collect web browsing data from websites they don’t own, allowing them to build user profiles and display targeted advertising.

Cookies are tiny pieces of code that websites send to a visitor’s browser and stay with them as they search other websites. They can be used to monitor users through various websites in order to target advertising and evaluate their effectiveness. Last year, Google announced that it will stop supporting such cookies in Chrome in early 2022 until it found out how to meet the needs of consumers, publishers, and marketers, as well as develop tools to avoid loopholes.

According to BGR, Of course, this is all complicated by the fact that, as the Electronic Frontier Foundation notes in a commentary it penned entitled “Google’s FLoC is a Terrible Idea” –“No one should mourn the death of the cookie as we know it,” given that this creepy tracking mechanism has “been the (linchpin) in a shadowy, seedy, multi-billion-dollar advertising-surveillance industry on the Web.” If you want to see whether Google is testing FLoC on you, you can head right now over to https://amifloced.org, which is a website that the EFF created which requires you to just press one button on the site to see if you’re unwittingly among the user browsers this is being tested on.

 

How can you put an end to it? 

For instance, you can always avoid using Google Chrome in favour of a different browser.

You simply need to install the DuckDuckGo browser extension for Google Chrome.

You can also delete third-party cookies directly from Google Chrome.