google: Google’s new web standard Floc fails to impress Microsoft and Apple – Times of India


Google’s FLoC or Federated Learning of Cohorts, the proposed technology by the tech giant, has come under fire for its supposedly insidious ways to track a Chrome user by placing him/her in a cohort of sorts. Google plans to push FLoC as the new web standard and while the tech giant has tried to assure people by saying that the tech is intended to block third party cookies only, Microsoft Edge, Apple Safari and Mozilla Firefox have confirmed that they have no immediate plans to adopt FLoC, as per a report by The Verge.
Microsoft said in a statement to The Verge:“Like Google, we support solutions that give users clear consent, and do not bypass consumer choice. That’s also why we do not support solutions that leverage non-consented user identity signals, such as fingerprinting. The industry is on a journey and there will be browser-based proposals that do not need individual user ids and ID-based proposals that are based on consent and first party relationships. We will continue to explore these approaches with the community.”
Apple hasn’t issued any official statement on whether it is with or against FLoC on Safari but as per a tweeted answer by John Wilander, a WebKit engineer at Apple, it doesn’t seem like it is too eager to implement FLoC either.

As per the report, a Mozilla spokesperson said on the matter that the company doesn’t “buy into the assumption that the industry needs billions of data points about people, that are collected and shared without their understanding, to serve relevant advertising.”
Privacy-focussed web browsers like Brave and DuckDuckGo have also called out Google for trying to implement a privacy-threatening tech and said no to FLoC already.

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