WordPress to automatically disable Google FLoC on websites

www.bleepingcomputer.com
3 min read
fairly difficult
WordPress announced today that they plan on treating Google's new FLoC tracking technology as a security concern and plans to block it by default on WordPress sites.
WordPress announced today that they plan on treating Google's new FLoC tracking technology as a security concern and plans to block it by default on WordPress sites.

For some time, browsers have begun to increasingly block third-party browser cookies [1, 2, 3] used by advertisers for interest-based advertising.

In response, Google introduced a new ad tracking technology called Federated Learning of Cohorts, or FLoC, that uses a web browser to anonymously place users into interest or behavioral buckets based on how they browse the web.

After Google began testing FLoC this month in Google Chrome, there has been a consensus among privacy advocates that Google's FLoC implementation just replaces one privacy risk with another one.

"FLoC is meant to be a new way to make your browser do the profiling that third-party trackers used to do themselves: in this case, boiling down your recent browsing activity into a behavioral label, and then sharing it with websites and advertisers."

"The technology will avoid the privacy risks of third-party cookies, but it will create new ones in the process. It may…
Lawrence Abrams
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