Security News > 2021 > April > This browser extension promises to block Google's controversial new tracking algorithm
DuckDuckGo has launched a new browser extension for Chrome that will prevent FLoC, a new tracking technique used by Google to support web advertising without identifying users.
Privacy browser DuckDuckGo has launched a new extension for Chrome that's designed to block Google's new algorithm for tracking users' browsing activity for ad selection.
DuckDuckGo's new browser extension blocks FLoC, which Google introduced to users in March as a replacement for third-party cookies that track individuals across the web.
Currently, FLoC is only being used within Google Chrome, and while it has not yet been rolled out en masse, Google has announced plans to begin trialing FLoC-based cohorts with advertisers starting in Q2. The FLoC-blocking feature is included in version 2021.4.8 and newer of the DuckDuckGo extension.
Unsurprisingly, the main one involves bypassing Google Chrome entirely - bear in mind, of course, that DuckDuckGo has its own competing browser in the game.
Users can also remain logged out of their Google account; switch off ad personalization within the Google Ad Settings; avoid syncing their search history data with Chrome; and disable Web & App Activity within Google's Activity Controls.