FLoC (Federated Learning of Cohorts) is a new ad tracking feature from Google that will take the place of third-party cookies. Google has only recently begun testing the function, which employs an algorithm to group people with similar browsing histories.
While Google hasn’t fully implemented the function, a number of browsers, like DuckDuckGo, Brave, Vivaldi, and Mozilla, have chosen to ignore it. WordPress has announced its decision to block Google’s latest ad tracking technology because it poses a security risk to the company.
WordPress has announced its decision to block Google’s latest ad tracking technology because it poses a security risk to the company.
WordPress, which controls 41% of the internet, has published four lines of code that can help website developers block FLoC.
Users who wish to join FLoC will be able to do so on their own. Furthermore, WordPress versions that support privacy settings may have an on-off toggle to enable websites to opt in for Floc with a few more lines of code.