https://www.searchenginejournal.com/duckduckgo-announces-plans-to-block-googles-floc/401993/ Skip to content Search Engine Journal - SEO, Search Marketing News and Tutorials * SEO + All SEO + Ask An SEO + Beginner's Guide to SEO + Complete Guide to SEO + How Search Engines Work + Complete Guide to Link Building + Local SEO Guide + On-Page SEO Guide + Technical SEO Guide + SEO Audit * PPC + All PPC + PPC Guide + Digital Advertising + Ask a PPC Expert * CONTENT + All Content + Content Marketing Guide * SOCIAL + All Social + Social Media Guide + Facebook + Instagram + LinkedIn + Pinterest + Reddit + Snapchat + Twitter + Youtube + TikTok * NEWS + All News + Most Read * WEBINARS * MORE Sections + SEO + PPC + Content + Social Media + Career + News + WordPress Topics + Analytics + Digital Experience + International Search + Link Building + Local Search + Mobile Search + Tools + Web Development Resources + SEJ eSummit + E-Books + Google Algorithm Updates + Podcasts + Webinars + Job Board + SEJ Merch Advertise + Advertising on SEJ + ShopSEJ + Post A Job Company + Subscribe + About + Contact + Privacy Policy + Do Not Sell My Personal Info + Toolbox + Press Materials How to Advertise on Facebook: A Beginner s Guide How to Advertise on Facebook: A Beginner's Guide Download Register Now - Conductor C3 2021 * YouTube * Twitter * Facebook * Follow Us + Rss + LinkedIn + Instagram + Reddit + Pinterest * [ ] [ ] [ ] [Job Title* ] Topic(s) of Interest* + [ ]SEO + [ ]PPC + [ ]Content + [ ]Social [Subscribe] [master ][https://www.searchen] [https://www.searchen] * [ ] [Search] Search Engine Journal - SEO, Search Marketing News and Tutorialsx Follow Us * Rss * Twitter * Facebook * Instagram * LinkedIn * Youtube * SEO + All SEO + Ask An SEO + Beginner's Guide to SEO + Complete Guide to SEO + How Search Engines Work + Complete Guide to Link Building + Local SEO Guide + On-Page SEO Guide + Technical SEO Guide + SEO Audit + SEO Tools Guide * PPC + All PPC + PPC Guide + Digital Advertising + Ask a PPC Expert * Content Marketing + All Content + Content Marketing Guide * Social media + All Social + Social Media Guide + Facebook + Instagram + LinkedIn + Pinterest + Reddit + Snapchat + Twitter + Youtube + TikTok * News + ALL NEWS + Most Read * WEBINARS * Sections + SEO + PPC + Content + Social Media + Career + News + Web Development + WordPress * Topics + Analytics + Digital Experience + International Search + Link Building + Local Search + Mobile Search + Tools * Resources + E-Books + Google Algorithm Updates + Podcasts + Webinars + Job Board + SEJ Merch * Advertise + Advertising on SEJ + ShopSEJ + Post a Job * Company + About + Contact + Privacy Policy + Toolbox + Press Materials * SEJ eSummit * Subscribe * SEJ Merch * Do Not Sell My Personal Info Register Now Advertisement 1. SEJ 2. >> 3. Tools DuckDuckGo Announces Plans to Block Google's FLoC DuckDuckGo announces plans to block Google's new method of tracking users' web activity, called FLoC. Matt SouthernMatt Southern Matt SouthernApril 11, 20213 min read Matt SouthernMatt Southern SEJ STAFF Matt SouthernLead News Writer at Search Engine Journal Bio Follow * * * / April 11, 2021 / 3 min read * 6.0K SHARES * 40K READS DuckDuckGo Announces Plans to Block Google's FLoCDuckDuckGo Announces Plans to Block Google's FLoC 1. Changes to DuckDuckGo Browser Extension 2. Changes to DuckDuckGo Search Engine 3. Final Notes About FLoC DuckDuckGo announces plans to block FLoC, Google's new way of tracking users' web browsing activity in Chrome. As Google transitions away from using third-party cookies in Chrome, its developing a new technology called FLoC (Federated Learning of Cohorts). Google claims FLoC offers more privacy than third-party cookies because it monitors activity at a group level rather than an individual level. Advertisement Continue Reading Below With FLoC, browsing activity cannot be tied to any individual user. Though it does aim to collect enough data to serve personalized ads. Privacy pundits like DuckDuckGo take issue with all forms of tracking, even when it's less invasive. DuckDuckGo finds it especially concerning that getting tracked via FLoC is not optional - all Chrome users are automatically opted into it. "We're disappointed that, despite the many publicly voiced concerns with FLoC that have not yet been addressed, Google is already forcing FLoC upon users without explicitly asking them to opt in. We're nevertheless committed and will continue to do our part to deliver on our vision of raising the standard of trust online." Advertisement Continue Reading Below It was a matter of time before DuckDuckGo implemented measures against Google's new tracking technology. Google launched FLoC less than two weeks ago, and DuckDuckGo is already planning to block it in the DuckDuckGo search engine and Chrome browser extension. Changes to DuckDuckGo Browser Extension DuckDuckGo is updating its Chrome browser extension with the ability to block FLoC interactions on websites. The update is not yet available, however, as its pending approval from Google. Google has to approve updates to Chrome extensions before they go live for users to download. It's up to Google to grant users the ability to download DuckDuckGo's Chrome extension update. DuckDuckGo is confident the update will get approved and become available in version 2021.4.8 (and newer) of its Chrome extension. The update can be downloaded from the Chrome Web Store when it becomes available. Changes to DuckDuckGo Search Engine DuckDuckGo is bringing its FLoC-blocking feature to search results in an update that's live now. Users on all devices and all browsers will be opted out of FLoC when they use the DuckDuckGo search engine. This is in line with DuckDuckGo's overall mission to protect user privacy. Chrome users will be opted out of FLoC when they use the DuckDuckGo search engine regardless of whether they have the browser extension installed. Advertisement Continue Reading Below While there's been no shortage of back and forth between DuckDuckGo and Google over the years, DuckDuckGo aims to block all trackers when people use its search engine. It doesn't just single out Google. Final Notes About FLoC At this time, only the Google Chrome browser supports FLoC as a way of collecting data on users. Google would like to see FLoC replace third-party cookies on a larger scale, but companies like DuckDuckGo are trying to prevent the technology from gaining momentum. The growth of FLoC will ultimately depend on the results it delivers for advertisers. Google says, in testing, FLoC is 95% as effective as third-party cookies. In practice it's not yet known if those claims hold up. Advertisement Continue Reading Below Other than FLoC, Google has said it will not develop new ways to track users after it phases out third-party cookies. For more, see the resources below: * Google Answers Advertisers' Burning Questions About FLoC * Google Releases Data on Cookie Replacement Mechanism Called FloC * Are You Ready To Join A Cohort? Google Releases FLoC CategoryNewsTools ADVERTISEMENT Subscribe to SEJ Get our daily newsletter from SEJ's Founder Loren Baker about the latest news in the industry! First Name*[ ] Last Name*[ ] Email*[ ] Job Title*[--- ] Topic(s) of Interest* * [ ]SEO * [ ]PPC * [ ]Content * [ ]Social [SUBSCRIBE] [master ][https://www.searchen][https://www.searchen] Ebook Matt SouthernMatt Southern * * Matt Southern Lead News Writer at Search Engine Journal Matt Southern has been the lead news writer at Search Engine Journal since 2013. With a degree in communications, Matt ... [Read full bio] ADVERTISEMENT * Suggested Articles Google Releases Data on Cookie Replacement Mechanism Called FloC Google Releases Data on Cookie Replacement Mechanism Called FloC Google Releases Data on Cookie Replacement Mechanism Called FloC DuckDuckGo SEO: What You Should KnowDuckDuckGo SEO: What You Should Know DuckDuckGo SEO: What You Should Know How to Use Google Trends for SEOHow to Use Google Trends for SEO How to Use Google Trends for SEO Subscribe to SEJ Subscribe to our daily newsletter to get the latest industry news. 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