Brave: New Tracking Method In Chrome Harms Users Privacy

 

Brave: New Tracking Method In Chrome Harms Users Privacy

As Brave developers explain, the tracking technology built into Chrome harms user privacy, unjustly makes it easier to track people, and misrepresents what privacy actually is and why it matters, resulting in less privacy and less content, according to Google.


FLoC is Google's new method for tracking Web users. Users are tagged and divided into groups based on the websites they visit. This demographic data is shared with advertisers so that they can target those within the cohort.


Several weeks ago, Google enabled FLoC on millions of users without their consent or knowledge. Brave CEO Brendan Eich sees FLoC as a step in the wrong direction.


This is nonsense, said Eich, and FLoC is designed to harm the privacy of users through sharing information about users' browsing behaviour with websites and advertisers who wouldn't otherwise have access to the information.


The Brave CEO stresses privacy means more than the absence of tracking across multiple websites. FLoC makes it more difficult for websites and trackers to identify people across the web-based on cohorts passed on.


In addition, Eich criticizes the way Google handled sensitive categories like medical complaints, political parties, and sexual orientation. To determine whether a FLoC cohort is sensitive, Google has to first obtain information about the cohort.


We suspect that Google chose to opt-out of FLoC for users and websites because it knew that an opt-in opt-out system would never grow to be profitable for advertisers, said Eich. Therefore, he recommends that all websites should disable FLoC.


Eich concludes that the web urgently needs a revolutionary overhaul that puts the user at the centre of everything. FLoC and Privacy Sandbox, on the other hand, focus on how to make advertising more valuable while making users tolerate it or don't notice."

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