Brave is blocking FLoC, the descendant of Google's third-party cookies

The open-source web browser Brave has chosen not to activate the new advertising device of the firm Mountain View. Google still has work to do to forget third-party cookies and impose its new advertising repository, FLoC technology (Federated Learning of Cohorts). You can check if you are FLoCed by clicking on the link provided at the end of this article.

Brave is blocking FLoC, the descendant of Google's third-party cookies

Tested with rare users, especially in the United States, the device is difficult to convince. Firefox and Edge browsers have not yet enabled Google FLoC. Brave, he simply made a choice to do without it.

Brave, not convinced by FLoC

Privacy-focused Brave has always frowned upon online advertisements and trackers, preferring to opt for an optional rewards system based on ads deemed suitable. As Google began testing its new technology, Brave took a firm stand.

As chairman and co-founder Brendan Eich posted this weekend on Twitter, "Brave is disabling FLoC." If for the moment, the argument is laconic, the renowned computer scientist, inventor of the JavaScript language, and also co-creator of the Mozilla Foundation, promises to say more at the beginning of the week.

FLoC does not seem to convince many people at this time, if not Google. As a reminder, the functionality is being tested in several countries around the world, such as the United States, Brazil, Australia, Japan, Mexico, India, Canada, or Indonesia. At the moment, the trials are only reaching 0.5% of search engine users.

Google FLoC vs third-party cookies, what is the major difference?

The FLoC device is intended to succeed Google's third-party cookies. The main difference between the two is that the second system, now in place, tracks the browsing history of users and is the main source of revenue for Google, whose model is based on advertising. The first, FLoC, is based more on the behavior of Internet users. In reality, he no longer "traces" them individually but brings them together in groups according to their centers of interest, groups called "cohorts."

Each group is supposed to receive a "FLoC ID" tag, which only captures your habits and interests. This information is then made directly available to advertisers and publishers. The problem is that, for the moment, the FLoC tests are being done without notifying the users.

On paper, the device is presented as a hybrid solution intended to restrict third-party cookies in the Chrome browser, but without sacrificing the appetite of advertisers, which will still allow targeted advertising to be served. You can check if you are FLoCed here.

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