Brave to block Google’s FloC ad-tracking technology

Brave Software, which offers open-source web browser Brave, said it would block Google’s new FloC (Federated Learning of Cohorts) ad-tracking technology.

The company added it had already disabled FLoC in the Nightly version of both Brave for desktop and Android. It plans to roll out the changes into the stable versions of the browser in the coming days.

“The worst aspect of FLoC is that it materially harms user privacy, under the guise of being privacy-friendly. Others have already detailed many of the ways FLoC is privacy harming. We note here just three aspects of FLoC that are particularly harmful and concerning,” Brave CEO and co-founder Brendon Eich and senior privacy researcher Peter Snyder wrote in a blog post.