![]() ![]() Simply put, more users are beginning to push back against the types of online user tracking enabled by third-party cookies, and several companies are making it easier for those users to do it. ![]() What’s going on?Īt the heart of the issue is Google’s Federated Learning of Cohorts-or FLoC-technology, which is now being tested on at least 0.5 percent of Google Chrome users across the world.įLoC is Google’s planned replacement for third-party cookie tracking which, after years of enormous influence in digital advertising, is losing its relevance. That latter option may sound easy, but for such a seismic shift in how users are being tracked online, it’s unfortunate that users have to, yet again, take even more proactive steps to simply enjoy a private experience online.Īs we wrote last time, if Google believes its new technology is a step towards respecting user privacy, it should at least respect the user, too.īefore we get to our advice, let’s briefly explain some background. ![]() Some of the steps we offer are as simple as downloading a new browser, while others require users to go into their Google Chrome settings and make some changes.
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December 2022
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