Google has begun testing a new advertising targeting program with some Chrome users, called “Federation Learning”. The company plans to use this new system to replace cookies to track online behavior.
The company stated that its design is designed to respect user privacy, but some entities, such as the Electronic Frontier Foundation, claim that FLoC creates more problems than it tries to solve.
It works by monitoring people’s browsing, assigning an ID to their aggregate behavior, and then grouping together browsers with similar browsing behavior. The data of these groups are called cohorts, which are used to show people targeted ads.
If you are concerned about this new change and want to disable FLoC in your Chrome browser, please follow the step-by-step guide below.
How to disable Google FLoC in Chrome browser:
Step 1: Open the Chrome browser on your computer and go to the “Settings” screen. To do this, you can click “Settings” from the drop-down menu.
Step 2: In the “Settings” screen, select “Privacy and Security” from the left pane.
Step 3: On the right, click the “Cookies and other website data” option.
Step 4: Under the “General Settings” section, select “Block third-party cookies”.
Blocking third-party cookies will disable FLoC on your Chrome browser. There are several Chromium-based browsers, such as Microsoft Edge, Brave, and Vivaldi, but they have announced that they will not participate in the program.
