DuckDuckGo is asking users to ditch Google Chrome, here’s why

Browsing platform DuckDuckGo has warned Chrome users about Google’s new tracking method. The company in a blogpost mentioned that many people will be surprised to know that they have automatically entered into Google’s new tracking method called Federated Learning of Cohorts (FLoC). According to the blog, FLoC is targeted at forming a group based on people’s interests and demographics that are easily fetched from browsing history. This allows the company to target unwanted, creepy advertising along with content without third-party cookies.

The post noted that Google had initially tried it for a short period of time and claimed that the company decided not to make this new tracking method a user choice.