“We’re disappointed that, despite the many publicly voiced concerns with FLoC that have not yet been addressed, Google is already forcing FLoC upon users without explicitly asking them to opt in,” said DuckDuckGo in a statement. Others believe the improvement in privacy standards will be minimal and that FLoC simply provides advertisers with a different set of tools to play with.Īs per a recent blog post (opens in new tab), DuckDuckGo’s opposition is founded in large part on Google’s failure to request the permission of Chrome users before deploying the new technology. Some have questioned the purity of Google’s motives, in the context of the many billions of dollars the company makes on online advertising each year. However, a number of different privacy advocates have voiced concerns about the new technology.
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