FLoC, Federated Learning of Cohorts, is a system that goals to switch third-party cookies and stop every consumer from having a novel ID related to it. In idea, what it does is group customers with related tastes and pursuits right into a form of teams (cohorts), and every group has an ID. In this manner, it’s doable to proceed sending personalised promoting primarily based on tastes and pursuits, however this won’t be geared toward a particular consumer, however moderately at related teams.
In idea every thing appears high quality. But we should keep in mind that Google’s major supply of revenue is our information. And this new system all it does is permit Google to gather rather more data about us with out counting on cookies.
Although for the time being this perform is within the testing part and is barely energetic for 0.5% of customers (and Spain is just not within the take a look at), little by little this share is growing. Luckily, though Google doesn’t make it straightforward for us, it’s doable to disable it in Chrome.
How to disable FLoC in Chrome
In order to disable using cohort-based IDs, it’s essential to disable a flag. This, for now, is barely accessible to customers of the department Canary of the browser, however as the event of Chrome continues, it’ll advance till it reaches the steady model of it.
If we have already got the most recent Canary put in on the PC, we are able to disable this controversial safety perform very simply. The very first thing we are going to do is enter the flags configuration panel and activate the decision «Privacy Sandbox Settings 2«. We can get to it instantly by typing within the handle bar:
We mark its worth as «Enabled«, We restart the browser and that is it. Now, if we enter the part «chrome: // settings / privacySandbox», we are able to see an choice to flip off Federated Cohort Learning, FLoC. We deactivate this field and that is it.
Chrome will use the standard cookies once more and we are going to keep away from utilizing this controversial perform. At least till Google decides it is obligatory for everybody. Then we can have no alternative however to search for alternate options.
Other methods to enhance privacy
In addition to deactivating this perform, one other approach to have the ability to browse the net extra privately is to seek out an alternate browser that doesn’t use FLoC. Microsoft Edge, for instance, it is likely one of the finest alternate options to Chrome that we are able to select. This browser has been clear about using FLoC (it’s radically towards) and guarantees customers to not implement such performance.
If we wish a freer choice, that doesn’t undergo the ring of Microsoft and Bing, we can provide an opportunity to Firefox. Mozilla’s browser can also be completely towards the Google cohorts, and has all the time been in favor of defending privacy, so we cannot have an issue with it.