WordPress proposes blocking FLoC by default

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proposal that would block Google’s replacement for third-party cookies, Federated Learning of Cohorts (FLoC), by default across WordPress sites was put forth on Sunday. It is estimated that over 40% of all sites use WordPress (according to W³Techs), meaning that if this proposal gets implemented, a substantial share of browsing behavior may be hidden from Google’s ad-targeting technology.

The WordPress proposal cites the Electronic Frontier Foundation’s article “Google’s FLoC is a terrible idea” and states that “placing people in groups based on their browsing habits is likely to facilitate employment, housing and other types of discrimination, as well as predatory targeting of unsophisticated consumers.”


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