DuckDuckGo is asking people to block Google’s new tracking method

So Apple is not the only company that has a problem with Google’s ad tracking. DuckDuckGo has slammed Google’s ad tracking method and has said that it is bad for privacy and groups users according to their browser history and any website can use that group ID to target them with ads etc.

Google recently announced FloC (Federated Learning of Cohorts) tech that provides a more privacy-focused way to track users and serve them ads. The company is going to put FloC in Chrome and it will be automatically turned on for millions of its users.

DuckDuckGo has pointed out that as a Chrome user you will be “surprised” to learn that you have automatically been entered into Google’s new tracking method.

"It groups you based on your interests and demographics, derived from your browsing history, to enable creepy advertising and other content targeting without third-party cookies," DuckDuckGo said in a statement.

"After a short trial period, Google decided not to make this new tracking method a user choice and instead started automatically including millions in the scheme. If you're reading this in Chrome while logged in to a Google account, yes, that likely means you too, and if not now, then eventually," they added.

The privacy-focused web browser has asked people to block FLoC’s tracking to protect their privacy.

"Don't use Google Chrome! Right now FLoC is only in Google Chrome, and no other browser vendor has expressed an intention or even interest to implement it. There are various browsers that are free to download, and we recommend some in our guide to Google alternatives," DuckDuckGo pointed out, adding that "on iOS or Android we suggest you use our own mobile browser, which offers best-in-class privacy protection by default when searching and browsing".

DuckDuckGo added that in response to Google automatically turning on FLoC, they have enhanced tracker blocking on their own Chrome extension to block all FLoC interactions on websites.

"This is directly in line with the single purpose of our extension of protecting your privacy holistically as you use your browser. It's privacy, simplified," said DuckDuckGo.

According to reports, the company is now waiting for Google to approve its updated Chrome extension, and the update should appear in the Chrome Web Store soon.

"Don't sync your history data with Chrome, or create a sync passphrase. In Google Activity Controls, disable ‘Web & App Activity’ or ‘Include Chrome history and activity from sites, apps, and devices that use Google services’," DuckDuckGo advised.

(With inputs from wires)