“Google’s new data harvesting venture is nasty,” Vivaldi founder and CEO Jon von Tetzchner writes. “Called FLoC (The Federated Learning of Cohorts), this new advertising technology intends to replace third-party cookies and related technologies like third-party localStorage. This clearly is a dangerous step that harms user privacy.”
Vivaldi notes that while it, like Brave, uses Google’s Chromium as the underpinnings of its own browser, it is free to do its own thing when it comes to FLoC. And Vivaldi, unlike Google, stands up for the privacy rights of its users and does not approve of tracking and profiling, “in any disguise.” As a result, Vivaldi will also block Google’s FLoC.
Vivaldi pledges to disable FLoC, no matter how it is implemented going forward. And this line pretty much sums it all up:
“[FLoC] does not protect privacy and it certainly is not beneficial to users, to unwittingly give away their privacy for the financial gain of Google,” Tetzchner says. Exactly.
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