Brave and Vivaldi browser to block Google’s FloC

Brave announced recently that it will block Google’s new tracking feature, FLoC, in its browser to help protect users’ privacy. Just after Brave announced this, Vivaldi made the same decision. Since both browsers use the same kernel as the Google Chrome browser, they can technically carry FLoC, but both sides have announced that they will not use it. A few days ago, we also reported that DuckDuckGo updated its Chrome extension to block FLoC in the Chrome browser. The update has been officially launched.

Google Chrome FLoC

When you browse the web, third-party cookies will usually track you on the Internet to help advertisers understand what you are interested in so that they can better push advertisements and make you more likely to buy the products in the advertisements. Now as more and more browser vendors and browser extensions can block these cookies, advertisers are also feeling the pressure.

As an alternative, Google recommends Federated Learning of Cohorts (FLoC), which basically groups the user based on their browsing habits, so that advertisers can show their ads to a group of people instead of individuals. Although not as targeted as cookies-based advertising, there is still a certain degree of the target.

Although it seems that FLoC makes it difficult for third-party advertisers to figure out your personal browsing habits, Vivaldi said that Google has a Chrome browser and runs an advertising network. It also runs an advertising network, so it can gain more advantages over competitors and further consolidate its position

With FLoC being disabled in Vivaldi and Brave, and Google’s FLoC technique is not yet available in Firefox or Safari browsers, this does raise the question of whether Google will completely shelve the project in the future. If this happens, stakeholders in the online world may have to re-examine a new method that can provide privacy-friendly advertisements while also targeting these advertisements in some way.