“It does behavioral tracking by default, and there is no such thing as a behavioral tracking mechanism imposed without consent that respects people’s privacy.” "FLoC is simply not good for privacy,” Gabriel Weinberg, CEO and founder of DuckDuckGo, said in statement. The company's already dominant tracking and advertising business could become even more powerful.
And the change seems likely to consolidate more data in Google's hands, hamstringing competitors.
Google will continue tracking consumers, albeit in a slightly more anonymous way. On one hand, privacy advocates welcome the end of third-party cookies because it stops one of the main ways consumers are monitored by a wide variety of companies.īut they argue that the move eliminates one privacy problem by introducing another.
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