[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"blog-slug_blog_3_1":3,"blog-slug_blog_floc-is-a-flop_1000_1":40},{"article":4,"articles":15,"meta":33,"languages":39},{"id":5,"title":6,"excerpt":7,"locale":8,"slug":9,"authorSlug":10,"automaticTranslated":11,"publishedAt":12,"updatedAt":13,"doFollowLinks":11,"showIndex":11,"showCallToActions":11,"articleType":14},3060,"The EU wants to kill cookie banners","The EU wants to end annoying cookie pop-ups by letting users set their consent once in their browser. If passed, websites will have to respect those choices.","en","the-eu-wants-to-kill-cookie-banners-by-moving-consent-to-your-browser","iron-brands",false,"2025-11-20T05:40:14.356Z","2025-11-20T06:13:15.812Z","blog",[4,16,26],{"id":17,"title":18,"excerpt":19,"locale":8,"slug":20,"authorSlug":10,"automaticTranslated":11,"publishedAt":21,"updatedAt":22,"ctaTitle":23,"ctaDescription":24,"doFollowLinks":11,"showIndex":25,"showCallToActions":11,"articleType":14},3019,"Google is tracking you (even when you use DuckDuckGo)","Google tracks users even on DuckDuckGo via Analytics and embeds. A new study shows how deep Google’s web tracking really goes.","google-is-tracking-you-even-when-you-use-duck-duck-go","2025-07-14T08:56:41.709Z","2025-07-14T11:26:01.386Z","If you care about privacy, you don't use Google Analytics","Ditch the tracking, keep the insights. Try Simple Analytics.",true,{"id":27,"title":28,"excerpt":29,"locale":8,"slug":30,"authorSlug":10,"automaticTranslated":11,"publishedAt":31,"updatedAt":32,"doFollowLinks":11,"showIndex":11,"showCallToActions":11,"articleType":14},3018," German court rules Meta’s tracking tech violates GDPR","German court rules Meta’s tracking tech violates GDPR, allowing lawsuits without proof of harm. Big risks ahead for sites using Meta pixels.","german-court-rules-meta-s-tracking-tech-violates-gdpr","2025-07-10T08:20:51.111Z","2025-07-10T12:16:26.327Z",{"pagination":34},{"page":35,"pageSize":36,"pageCount":37,"total":38},1,3,362,1084,{},{"article":41},{"contentHtml":42,"question":43,"content":44,"coverImageWithText":45,"coverImageWithoutText":52,"inlineMedia":53,"id":99,"title":100,"excerpt":101,"locale":8,"slug":102,"authorSlug":103,"automaticTranslated":11,"publishedAt":104,"updatedAt":105,"doFollowLinks":11,"showIndex":25,"showCallToActions":25,"articleType":14,"cover":52,"languages":106},"\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Here's how to stop Google from selling your data to advertisers (again).\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">I have to admit that I first thought that Google was finally taking some steps towards a privacy-friendly web with FLoC. Until I started researching.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">\u003Cem>Will we tolerate Google transforming individual surveillance into mass surveillance without giving people a real choice? And let them frame this act as "privacy-preserving"?\u003C/em>\u003C/ContentEditable>\n\u003Col class=\"counters\">\u003Cli>\u003CNuxtLink to=\"#what-is-floc\">What is FLoC?\u003C/NuxtLink>\u003C/li>\u003Cli>\u003CNuxtLink to=\"#the-good\">The "Good"\u003C/NuxtLink>\u003Col>\u003Cli>\u003CNuxtLink to=\"#how-to-escape-the-privacy-invading-tactics-from-google-as-a-user\">How to escape the privacy-invading tactics from Google as a user?\u003C/NuxtLink>\u003Col>\u003Cli>\u003CNuxtLink to=\"#opt-out-as-a-website-owner\">Opt-out as a website owner\u003C/NuxtLink>\u003C/li>\u003C/ol>\u003C/li>\u003C/ol>\u003C/li>\u003Cli>\u003CNuxtLink to=\"#the-bad\">The Bad\u003C/NuxtLink>\u003C/li>\u003Cli>\u003CNuxtLink to=\"#the-ugly\">The Ugly\u003C/NuxtLink>\u003C/li>\u003Cli>\u003CNuxtLink to=\"#lets-imagine-a-world-without-privacy-invasion\">Let's imagine a world without privacy invasion.\u003C/NuxtLink>\u003C/li>\u003C/ol>\u003CCtaOne />\u003CContentEditable  id=\"what-is-floc\" parent=\"\" tag=\"h2\" :articleId=\"319\">What is FLoC?\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Federated Learning of Cohorts, or FLoC for short, was invented because Google recognizes the privacy problems of third-party cookies. However, \u003Cstrong>they still want to let advertisers target you based on what you do on the web\u003C/strong>. With Apple launching a privacy report in Safari, Google jumped on the bus to restrict third-party cookies in Chrome. Yet, replacing them with a brand new tracking technology is not the answer.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Google says FLoC is "a privacy-preserving mechanism for interest-based ad selection."\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">It is designed to aid advertisers in performing behavioral targeting without the need for third-party cookies by collecting information about people's browsing habits. Google will use this information to create certain "\u003Cem>cohorts\u003C/em>," where they will put people with similar interests and browsing patterns into the same specific group.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">\u003Cstrong>Google will give every browser an ID based on these patterns\u003C/strong> to indicate which groups they belong to - so advertisers can use them for mass targeting that is supposed to be "anonymous."\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">On their \u003Ca referrerpolicy=\"strict-origin-when-cross-origin\" href=\"https://blog.google/products/chrome/privacy-sustainability-and-the-importance-of-and/?utm_source=simpleanalytics.com\" target=\"_blank\" rel=\"noopener nofollow\">blog\u003C/a>, Google says that the initial testing of FLoC is already taking place. They're testing it on users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the Philippines, and the U.S. They will branch out to other regions as the trial expands globally. \u003Cstrong>Only people who've chosen to block third-party cookies in Chrome will be excluded automatically\u003C/strong>. \u003Cem>(Btw, you can test if you're already "FloCed" by Google on \u003Ca referrerpolicy=\"strict-origin-when-cross-origin\" href=\"https://amifloced.org/?utm_source=simpleanalytics.com\" target=\"_blank\" rel=\"noopener nofollow\">amifloced.org\u003C/a>)\u003C/em>\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">This means Google is again forcing people to participate in their profit-making experiment because we've already seen that \u003Cstrong>most people do NOT choose to opt-out themselves\u003C/strong> for cookies.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">All of the above raises essential questions and privacy issues, and we haven't even gone below the surface level of FloC.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Let's uncover the hidden parts of this new machine, explore what's happening below the hood, and you'll see why FLoC a forceful privacy FLoP:\u003C/ContentEditable>\n\u003CContentEditable  id=\"the-good\" parent=\"\" tag=\"h2\" :articleId=\"319\">The "Good"\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">As you've seen in the previous section, the main goal is to preserve people's privacy. That is a good thing. Luckily, more and more people are becoming privacy-aware. Here at Simple Analytics, we see that the most popular reason for ditching Google Analytics to our fast, simple, and privacy-first analytics is ethics. We do not store users' information. We don't chase you with ads. We don't track you. \u003Cstrong>Never\u003C/strong>.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Another excellent example of the movement towards privacy is DuckDuckGo, a privacy-focused search engine that never tracks people. And there are much more privacy-friendly alternatives being developed to combat the enormous online power of Google.\u003C/ContentEditable>\n\u003Cp>\u003Cimg src=\"https://assets.simpleanalytics.com/blog/github/2021-05-duckduckgo.png\" alt=\"The privacy-friendly search engine DuckDuckGo\">\n\u003Cem>The privacy-friendly search engine DuckDuckGo\u003C/em>\u003C/p>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">While we as innovators are fighting together for privacy, users make more conscious choices about the apps they use. Google also noticed this shift and immediately started to work on a "solution." Google also decided to battle privacy-invasive cookies. Good news? Not really.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Although Google decided to throw cookies out, \u003Cstrong>that doesn't mean its privacy-invasive methods are \u003Cem>gone\u003C/em>.\u003C/strong> Just like with a pot of water, you choose to boil. It doesn't disappear; it simply changes form. It turns into steam, or you could say: \u003Cstrong>It becomes invisible\u003C/strong>.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">According to Google, FLoC was designed to - and is supposed to - do less harm. But is that so?\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">While FLoC is indeed made to prevent a particular threat - individualized tracking and information collecting - \u003Cstrong>it does not guarantee that our privacy will remain intact.\u003C/strong>\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">You are, as the rest of this article will show, \u003Cem>still being followed.\u003C/em>\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Before we show the rest of the unethical details of FLoC (and in case you don't want to read everything), \u003Cstrong>here is a quick way to prevent "being FLoCed":\u003C/strong>\u003C/ContentEditable>\n\u003CContentEditable  id=\"how-to-escape-the-privacy-invading-tactics-from-google-as-a-user\" parent=\"\" tag=\"h3\" :articleId=\"319\">How to escape the privacy-invading tactics from Google as a user?\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Luckily, we \u003Cstrong>\u003Cem>can\u003C/em>\u003C/strong> escape. The most effective method to stop Google from selling your data is to \u003Cstrong>stop using Google Chrome and other Google-related products.\u003C/strong> Banning Google from your life as much as you can, is most likely to protect you from future privacy invasion. Though it might not seem feasible at first, the degree of security and protection you gain back with that decision far exceeds the value of comfort that comes at the cost of leaving all of your data exposed.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">There is also a second-best option to opting out. Here's how:\u003C/ContentEditable>\n\u003Cul>\n\u003Cli>Log out of your Google account and \u003Ca referrerpolicy=\"strict-origin-when-cross-origin\" href=\"https://support.google.com/chrome/answer/185277?co=GENIE.Platform%3DAndroid&hl=en&utm_source=simpleanalytics.com\" target=\"_blank\" rel=\"noopener nofollow\">turn sync history data off\u003C/a> with Chrome\u003C/li>\n\u003Cli>Block third-party cookies or browse only in incognito mode\u003C/li>\n\u003Cli>Disable these in Google Activity Controls: "Web & App Activity," "Include Chrome history and activity from sites, apps, and devices that use Google services."\u003C/li>\n\u003Cli>Disable these in your Google Ad Settings: "Ad Personalization," "Also use your activity & information from Google services to personalize ads on websites and apps that partner with Google to show ads."\u003C/li>\n\u003C/ul>\n\u003CVideo :width=\"1400\" :height=\"875\" background=\"b3a5c7\" :brightness=\"171\" poster=\"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-xlarge-poster.webp\">\u003Csource src=\"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-xlarge-video.mp4\" type=\"video/mp4\" />\u003Csource src=\"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-xlarge-video.webm\" type=\"video/webm\" />Video not supported, you can \u003CNuxtLink to=\"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a.mp4\"  referrerpolicy=\"unsafe-url\" rel=\"\">download it\u003C/NuxtLink>.\u003C/Video>\n\u003Cem>How to block third-party cookies and opt-out of FLoC\u003C/em>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">As a web user, your only way out of this is to make a conscious decision to no longer take part in this exploitation. With the way the internet is organized, \u003Cstrong>it is up to you.\u003C/strong> It will probably take a long time before governments start to penalize privacy-invasive behaviors. Therefore, \u003Cstrong>we should take matters into our own hands and make conscious decisions to protect our privacy.\u003C/strong>\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">We know that Google doesn't make it easy, and that's the problem. The most ethical solution would be that you had to \u003Cstrong>\u003Cem>opt in\u003C/em>\u003C/strong> to be tracked. Unfortunately, Google knows this wouldn't be the most profitable solution for them.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Most people are likely not going to bother to look up how to disable FLoC, and Google is very aware of our natural tendency to choose comfort.\u003C/ContentEditable>\n\u003CContentEditable  id=\"opt-out-as-a-website-owner\" parent=\"\" tag=\"h4\" :articleId=\"319\">Opt-out as a website owner\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">If you are a website owner, \u003Cstrong>your site will \u003Cem>automatically\u003C/em> be included in FLoC calculations\u003C/strong> if it has access to the FLoC API or if Chrome \u003Ca referrerpolicy=\"strict-origin-when-cross-origin\" href=\"https://chromium.googlesource.com/chromium/src/+/master/docs/ad_tagging.md?utm_source=simpleanalytics.com\" target=\"_blank\" rel=\"noopener nofollow\">detects that it serves ads\u003C/a>.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Luckily, as a website owner, you can also decide to \u003Ca referrerpolicy=\"strict-origin-when-cross-origin\" href=\"https://developer.chrome.com/blog/floc/?utm_source=simpleanalytics.com#how-can-websites-opt-out-of-the-floc-computation\" target=\"_blank\" rel=\"noopener nofollow\">opt-out\u003C/a> of the FLoC calculation by sending the following HTTP response header:\u003C/ContentEditable>\n\u003Cpre class=\"not-prose px-2 py-1 rounded-lg whitespace-pre-wrap text-base bg-gray-100 dark:bg-gray-700\">\u003Ccode class=\"hljs\">Permissions-Policy: \u003Cspan class=\"hljs-built_in\">int\u003C/span>erest-cohort=()\u003C/code>\u003C/pre>\n\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">As we've seen, it's important that we choose to take action towards increasing our security and privacy ourselves. But what happens if we don't?\u003C/ContentEditable>\n\u003CContentEditable  id=\"the-bad\" parent=\"\" tag=\"h2\" :articleId=\"319\">The Bad\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Let's say you leave the option on and allow Google to place you in cohorts based on your browsing habits on the web. After all, "it's safer to be in an \u003Cstrong>\u003Cem>observed group\u003C/em>\u003C/strong> than to be \u003Cem>individually tracked\u003C/em>."\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">The problem is that FLoC cohorts shouldn't - under any circumstances - function as identifiers on their own.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Because that way, any company would be able to use it to their advantage, for example, by giving you the option to log in with your Google account for the "simple and easy" use of their service.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">\u003Cstrong>If that happens, they would be able to connect that information with your FLoC profile and instantly learn about you without the use of cookies\u003C/strong>.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">This could even include private information about your browser history, which could be traced back to the sites you may have or certainly visited.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">That's not all.\u003C/ContentEditable>\n\u003Cp>\u003Cimg src=\"https://assets.simpleanalytics.com/blog/github/2021-05-am-i-floced.png\" alt=\"Check if your Chrome browser is FLoCed on amifloced.org.\">\u003C/p>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">With the use of this technology, they could also uncover general information about your demographics and interests. Savvy advertisers could determine what kind of person belongs to specific cohorts, including their age, gender, political view, and perhaps even their skin color.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">\u003Cstrong>This is - \u003Cem>without a doubt\u003C/em> - sensitive information.\u003C/strong> Google is invading your privacy again, but this time with a clever twist that even frames them as the heroes of the story.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Google has proposed monitoring the system and looking for any associations with sensitive categories. If it finds a particular cohort that is too closely related to a specific group, the server could choose new parameters for the algorithm and regroup those users.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">This solution produces even more significant privacy issues.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">To monitor how FLoC groups correlate with sensitive categories in the first place, \u003Cstrong>Google would have to collect and observe an astronomical amount of data about users' race, gender, religion, age, health, and financial status\u003C/strong>.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">This is simply unacceptable.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">And it doesn't stop here.\u003C/ContentEditable>\n\u003CContentEditable  id=\"the-ugly\" parent=\"\" tag=\"h2\" :articleId=\"319\">The Ugly\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">The FLoC project's Github page addresses upfront:\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">This API democratizes access to some information about an individual's general browsing history (and thus, general interests) to any site that opts into it. Sites that know a person's PII (e.g., when people sign in using their email address) could record and reveal their cohort. This means that information about an individual's interests may eventually become public.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">This means every site you visit will have a good idea about what kind of person you are on the first contact, without having to do the work of tracking you across the web. Moreover, as your FLoC cohort will update over time, sites that can identify you in other ways will also be able to track how your browsing changes.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Remember, a FLoC cohort is nothing more, and nothing less, than a summary of your recent browsing activity.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">This shows that it isn't by far a more privacy-friendly alternative. Arguably, it may be even more intrusive. Can it be different?\u003C/ContentEditable>\n\u003CContentEditable  id=\"lets-imagine-a-world-without-privacy-invasion\" parent=\"\" tag=\"h2\" :articleId=\"319\">Let's imagine a world without privacy invasion.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">A quote on a \u003Ca referrerpolicy=\"strict-origin-when-cross-origin\" href=\"https://www.eff.org/deeplinks/2021/03/googles-floc-terrible-idea?utm_source=simpleanalytics.com\" target=\"_blank\" rel=\"noopener nofollow\">blog about the problems of FLoC\u003C/a> by Bennett Cyphers states:\u003C/ContentEditable>\n\u003Cblockquote>\u003CContentEditable  parent=\"blockquote\" tag=\"p\" :articleId=\"319\">"Instead of re-inventing the tracking wheel, we should imagine a better world without the myriad problems of targeted ads."\u003C/ContentEditable>\u003C/blockquote>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">If FLoC becomes the new norm, it may be more difficult to target users based on their age, gender or income, but it will still be possible.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Advertisers would dive into this new world of information, research, and learn about the FLoC groups \u003Cstrong>until eventually, they would figure out what sorts of users would be placed inside certain cohorts\u003C/strong>.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">The resolute and persistent people in this new world would dominate and reap substantial rewards.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Plus, it will be even harder to regulate these kinds of behaviors.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">It gives trackers a perfect excuse since they wouldn't be targeting anyone "directly" - they would stick to the rules and only use these new, "protected" cohorts as good boys. That doesn't sound like the kind of future you would agree to, right?\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Fortunately, this doesn't \u003Cem>have\u003C/em> \u003Cem>to\u003C/em> happen. Of course, Google can still decide to abandon the idea and leave behind its obsession with surveillance. Yet, how likely do you think Google (a data company) will leave surveillance and data-gathering practices soon?\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">That's what we thought... That isn't going to happen. So...\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">\u003Cstrong>We advise you to take matters into \u003Cem>your own hands\u003C/em> and take action on how much you want to be surveilled. Tell others to do the same. Because if you yourself don't respect your privacy, \u003Cem>who will?\u003C/em>\u003C/strong>\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">Simple Analytics emphatically rejects the future of FLoC. That is not the world we want, nor the one users deserve. Google needs to learn the correct lessons from the era of third-party tracking and design its browser to work for users, not for advertisers.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">If you want to stay up to date about the latest privacy news, consider subscribing to our brand-new newsletter at \u003Ca referrerpolicy=\"strict-origin-when-cross-origin\" href=\"https://theprivacynewsletter.com/?utm_source=simpleanalytics.com\" target=\"_blank\" rel=\"noopener nofollow\">ThePrivacyNewsletter.com\u003C/a>.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">This monthly email gives you a short and handy overview of what's going on in the online privacy world.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">If you want to analyze your website and \u003Cem>care about your privacy and visitors' privacy\u003C/em>, \u003CNuxtLink to=\"https://simpleanalytics.com\"  referrerpolicy=\"unsafe-url\" rel=\"\">try Simple Analytics for FREE\u003C/NuxtLink>.\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">It gives you all the website insights you need in one simple and intuitive dashboard - \u003Cstrong>without\u003C/strong> \u003Cstrong>tracking anyone.\u003C/strong>\u003C/ContentEditable>\n\u003CContentEditable  parent=\"\" tag=\"p\" :articleId=\"319\">You can start your \u003CNuxtLink to=\"https://simpleanalytics.com\"  referrerpolicy=\"unsafe-url\" rel=\"\">free 14-day trial here\u003C/NuxtLink>. No strings attached.\u003C/ContentEditable>\n","What is FLoC?","Here's how to stop Google from selling your data to advertisers (again).\n\nI have to admit that I first thought that Google was finally taking some steps towards a privacy-friendly web with FLoC. Until I started researching.\n\n_Will we tolerate Google transforming individual surveillance into mass surveillance without giving people a real choice? And let them frame this act as \"privacy-preserving\"?_\n\n## What is FLoC?\n\nFederated Learning of Cohorts, or FLoC for short, was invented because Google recognizes the privacy problems of third-party cookies. However, **they still want to let advertisers target you based on what you do on the web**. With Apple launching a privacy report in Safari, Google jumped on the bus to restrict third-party cookies in Chrome. Yet, replacing them with a brand new tracking technology is not the answer.\n\nGoogle says FLoC is \"a privacy-preserving mechanism for interest-based ad selection.\"\n\nIt is designed to aid advertisers in performing behavioral targeting without the need for third-party cookies by collecting information about people's browsing habits. Google will use this information to create certain \"_cohorts_,\" where they will put people with similar interests and browsing patterns into the same specific group.\n\n**Google will give every browser an ID based on these patterns** to indicate which groups they belong to - so advertisers can use them for mass targeting that is supposed to be \"anonymous.\"\n\nOn their [blog](https://blog.google/products/chrome/privacy-sustainability-and-the-importance-of-and/), Google says that the initial testing of FLoC is already taking place. They're testing it on users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, the Philippines, and the U.S. They will branch out to other regions as the trial expands globally. **Only people who've chosen to block third-party cookies in Chrome will be excluded automatically**. _(Btw, you can test if you're already \"FloCed\" by Google on [amifloced.org](https://amifloced.org/))_\n\nThis means Google is again forcing people to participate in their profit-making experiment because we've already seen that **most people do NOT choose to opt-out themselves** for cookies.\n\nAll of the above raises essential questions and privacy issues, and we haven't even gone below the surface level of FloC.\n\nLet's uncover the hidden parts of this new machine, explore what's happening below the hood, and you'll see why FLoC a forceful privacy FLoP:\n\n## The \"Good\"\n\nAs you've seen in the previous section, the main goal is to preserve people's privacy. That is a good thing. Luckily, more and more people are becoming privacy-aware. Here at Simple Analytics, we see that the most popular reason for ditching Google Analytics to our fast, simple, and privacy-first analytics is ethics. We do not store users' information. We don't chase you with ads. We don't track you. **Never**.\n\nAnother excellent example of the movement towards privacy is DuckDuckGo, a privacy-focused search engine that never tracks people. And there are much more privacy-friendly alternatives being developed to combat the enormous online power of Google.\n\n![The privacy-friendly search engine DuckDuckGo](https://assets.simpleanalytics.com/blog/github/2021-05-duckduckgo.png)\nThe privacy-friendly search engine DuckDuckGo\n\nWhile we as innovators are fighting together for privacy, users make more conscious choices about the apps they use. Google also noticed this shift and immediately started to work on a \"solution.\" Google also decided to battle privacy-invasive cookies. Good news? Not really.\n\nAlthough Google decided to throw cookies out, **that doesn't mean its privacy-invasive methods are _gone_.** Just like with a pot of water, you choose to boil. It doesn't disappear; it simply changes form. It turns into steam, or you could say: **It becomes invisible**.\n\nAccording to Google, FLoC was designed to - and is supposed to - do less harm. But is that so?\n\nWhile FLoC is indeed made to prevent a particular threat - individualized tracking and information collecting - **it does not guarantee that our privacy will remain intact.**\n\nYou are, as the rest of this article will show, _still being followed._\n\nBefore we show the rest of the unethical details of FLoC (and in case you don't want to read everything), **here is a quick way to prevent \"being FLoCed\":**\n\n### How to escape the privacy-invading tactics from Google as a user?\n\nLuckily, we **_can_** escape. The most effective method to stop Google from selling your data is to **stop using Google Chrome and other Google-related products.** Banning Google from your life as much as you can, is most likely to protect you from future privacy invasion. Though it might not seem feasible at first, the degree of security and protection you gain back with that decision far exceeds the value of comfort that comes at the cost of leaving all of your data exposed.\n\nThere is also a second-best option to opting out. Here's how:\n\n- Log out of your Google account and [turn sync history data off](https://support.google.com/chrome/answer/185277?co=GENIE.Platform%3DAndroid&hl=en) with Chrome\n- Block third-party cookies or browse only in incognito mode\n- Disable these in Google Activity Controls: \"Web & App Activity,\" \"Include Chrome history and activity from sites, apps, and devices that use Google services.\"\n- Disable these in your Google Ad Settings: \"Ad Personalization,\" \"Also use your activity & information from Google services to personalize ads on websites and apps that partner with Google to show ads.\"\n\n[opt-out-of-floc.mp4](https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a.mp4)\nHow to block third-party cookies and opt-out of FLoC\n\nAs a web user, your only way out of this is to make a conscious decision to no longer take part in this exploitation. With the way the internet is organized, **it is up to you.** It will probably take a long time before governments start to penalize privacy-invasive behaviors. Therefore, **we should take matters into our own hands and make conscious decisions to protect our privacy.**\n\nWe know that Google doesn't make it easy, and that's the problem. The most ethical solution would be that you had to **_opt in_** to be tracked. Unfortunately, Google knows this wouldn't be the most profitable solution for them.\n\nMost people are likely not going to bother to look up how to disable FLoC, and Google is very aware of our natural tendency to choose comfort.\n\n#### Opt-out as a website owner\n\nIf you are a website owner, **your site will _automatically_ be included in FLoC calculations** if it has access to the FLoC API or if Chrome [detects that it serves ads](https://chromium.googlesource.com/chromium/src/+/master/docs/ad_tagging.md).\n\nLuckily, as a website owner, you can also decide to [opt-out](https://developer.chrome.com/blog/floc/#how-can-websites-opt-out-of-the-floc-computation) of the FLoC calculation by sending the following HTTP response header:\n\n```\nPermissions-Policy: interest-cohort=()\n```\n\nAs we've seen, it's important that we choose to take action towards increasing our security and privacy ourselves. But what happens if we don't?\n\n## The Bad\n\nLet's say you leave the option on and allow Google to place you in cohorts based on your browsing habits on the web. After all, \"it's safer to be in an **_observed group_** than to be _individually tracked_.\"\n\nThe problem is that FLoC cohorts shouldn't - under any circumstances - function as identifiers on their own.\n\nBecause that way, any company would be able to use it to their advantage, for example, by giving you the option to log in with your Google account for the \"simple and easy\" use of their service.\n\n**If that happens, they would be able to connect that information with your FLoC profile and instantly learn about you without the use of cookies**.\n\nThis could even include private information about your browser history, which could be traced back to the sites you may have or certainly visited.\n\nThat's not all.\n\n![Check if your Chrome browser is FLoCed on amifloced.org.](https://assets.simpleanalytics.com/blog/github/2021-05-am-i-floced.png)\n\nWith the use of this technology, they could also uncover general information about your demographics and interests. Savvy advertisers could determine what kind of person belongs to specific cohorts, including their age, gender, political view, and perhaps even their skin color.\n\n**This is - _without a doubt_ - sensitive information.** Google is invading your privacy again, but this time with a clever twist that even frames them as the heroes of the story.\n\nGoogle has proposed monitoring the system and looking for any associations with sensitive categories. If it finds a particular cohort that is too closely related to a specific group, the server could choose new parameters for the algorithm and regroup those users.\n\nThis solution produces even more significant privacy issues.\n\nTo monitor how FLoC groups correlate with sensitive categories in the first place, **Google would have to collect and observe an astronomical amount of data about users' race, gender, religion, age, health, and financial status**.\n\nThis is simply unacceptable.\n\nAnd it doesn't stop here.\n\n## The Ugly\n\nThe FLoC project's Github page addresses upfront:\n\nThis API democratizes access to some information about an individual's general browsing history (and thus, general interests) to any site that opts into it. Sites that know a person's PII (e.g., when people sign in using their email address) could record and reveal their cohort. This means that information about an individual's interests may eventually become public.\n\nThis means every site you visit will have a good idea about what kind of person you are on the first contact, without having to do the work of tracking you across the web. Moreover, as your FLoC cohort will update over time, sites that can identify you in other ways will also be able to track how your browsing changes.\n\nRemember, a FLoC cohort is nothing more, and nothing less, than a summary of your recent browsing activity.\n\nThis shows that it isn't by far a more privacy-friendly alternative. Arguably, it may be even more intrusive. Can it be different?\n\n## Let's imagine a world without privacy invasion.\n\nA quote on a [blog about the problems of FLoC](https://www.eff.org/deeplinks/2021/03/googles-floc-terrible-idea) by Bennett Cyphers states:\n\n> \"Instead of re-inventing the tracking wheel, we should imagine a better world without the myriad problems of targeted ads.\"\n\nIf FLoC becomes the new norm, it may be more difficult to target users based on their age, gender or income, but it will still be possible.\n\nAdvertisers would dive into this new world of information, research, and learn about the FLoC groups **until eventually, they would figure out what sorts of users would be placed inside certain cohorts**.\n\nThe resolute and persistent people in this new world would dominate and reap substantial rewards.\n\nPlus, it will be even harder to regulate these kinds of behaviors.\n\nIt gives trackers a perfect excuse since they wouldn't be targeting anyone \"directly\" - they would stick to the rules and only use these new, \"protected\" cohorts as good boys. That doesn't sound like the kind of future you would agree to, right?\n\nFortunately, this doesn't _have_ _to_ happen. Of course, Google can still decide to abandon the idea and leave behind its obsession with surveillance. Yet, how likely do you think Google (a data company) will leave surveillance and data-gathering practices soon?\n\nThat's what we thought... That isn't going to happen. So...\n\n**We advise you to take matters into _your own hands_ and take action on how much you want to be surveilled. Tell others to do the same. Because if you yourself don't respect your privacy, _who will?_**\n\nSimple Analytics emphatically rejects the future of FLoC. That is not the world we want, nor the one users deserve. Google needs to learn the correct lessons from the era of third-party tracking and design its browser to work for users, not for advertisers.\n\nIf you want to stay up to date about the latest privacy news, consider subscribing to our brand-new newsletter at [ThePrivacyNewsletter.com](https://theprivacynewsletter.com).\n\nThis monthly email gives you a short and handy overview of what's going on in the online privacy world.\n\nIf you want to analyze your website and _care about your privacy and visitors' privacy_, [try Simple Analytics for FREE](https://simpleanalytics.com).\n\nIt gives you all the website insights you need in one simple and intuitive dashboard - **without** **tracking anyone.**\n\nYou can start your [free 14-day trial here](https://simpleanalytics.com). No strings attached.\n",{"alt":46,"caption":47,"small":48,"medium":49,"large":50,"original":51,"averageColorHex":-1,"isDark":11},"Am I Floced.png",null,"https://cms-assets.simpleanalytics.com/small_am_i_floced_975c3e7388.png","https://cms-assets.simpleanalytics.com/medium_am_i_floced_975c3e7388.png","https://cms-assets.simpleanalytics.com/large_am_i_floced_975c3e7388.png","https://cms-assets.simpleanalytics.com/am_i_floced_975c3e7388.png",{"alt":46,"caption":47,"small":48,"medium":49,"large":50,"original":51,"averageColorHex":-1,"isDark":11},{"data":54},[55],{"id":56,"attributes":57},117,{"name":58,"alternativeText":47,"caption":47,"width":47,"height":47,"url":59,"formats":47,"mime":60,"provider_metadata":61},"opt-out-of-floc.mp4","https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a.mp4","video/mp4",{"meta":62,"formats":67,"processed":25},{"isOpaque":25,"averageColorHex":63,"dominantColorHex":64,"averageColorBrightness":65,"dominantColorBrightness":66},"b3a5c7","f8f8f8",171,248,{"medium":68,"xlarge":84},{"mp4":69,"webm":72,"width":75,"height":76,"poster":77},{"url":70,"size":71},"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-medium-video.mp4",0,{"url":73,"size":74},"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-medium-video.webm",1939.23,750,469,{"png":78,"webp":81},{"url":79,"size":80},"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-medium-poster.png",385.11,{"url":82,"size":83},"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-medium-poster.webp",43.72,{"mp4":85,"webm":87,"width":90,"height":91,"poster":92},{"url":86,"size":71},"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-xlarge-video.mp4",{"url":88,"size":89},"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-xlarge-video.webm",3391.58,1400,875,{"png":93,"webp":96},{"url":94,"size":95},"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-xlarge-poster.png",1079.37,{"url":97,"size":98},"https://cms-assets.simpleanalytics.com/opt_out_of_floc_7aa26f544a-xlarge-poster.webp",112.8,319,"Why FLoC is a FLoP?","According to Google, FLoC is a privacy-preserving mechanism for ad selection. But how privacy-preserving is it really?","floc-is-a-flop","tim-de-nood","2021-05-19T00:00:00.000Z","2023-08-15T11:53:09.668Z",{"en":107,"de":108,"fr":110,"it":112,"es":114,"nl":116},{"slug":102},{"slug":109},"warum-ist-f-lo-c-ein-f-lo-p",{"slug":111},"pourquoi-la-f-lo-c-est-elle-une-f-lo-p",{"slug":113},"perche-f-lo-c-e-un-f-lo-p",{"slug":115},"por-que-f-lo-c-es-un-f-lo-p",{"slug":117},"waarom-is-f-lo-c-een-f-lo-p"]