Google has billed FLoC as an alternative to invasive third-party cookies that will balance the need for greater user privacy and the interests of web publishers. Instead of tracking users an individual basis, FLoC places people into groups based on their browsing habits.
However, in a blog post, a WordPress developer has claimed FLoC is likely to facilitate discrimination relating to factors such as employment and housing status. The author of the post also predicts Google's new tracking technology will make it easier for "predatory targeting of unsophisticated consumers".
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Further FLoC fears
The blog post goes on to express further concerns over tracking mechanisms and the sharing of data without informed consent, which could cause complications and make it more difficult for regulators to protect people.
With WordPress powering 41% of the web, the WordPress dev notes that there are bound to be websites that would like to opt into FLoC. With these customers in mind, WordPress could introduce an on-off toggle feature to enable websites to opt in.
WordPress would not be first first major internet player to express concerns about the new advertising technology; Edge, Firefox, Safari and other browsers have also made it known that they will not support FLoC.
Last week, web browser Brave also spoke out against Google’s proposed alternative to third-party cookies, describing it as “a step in the wrong direction”.
FLoC is currently undergoing a trial period, exclusively on Chrome. Although Google hopes to expand the technology beyond the confines of its own web browser, a series of opponents look set to stand in its way.
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Abigail is a B2B Editor that specializes in web hosting and website builder news, features and reviews at TechRadar Pro. She has been a B2B journalist for more than five years covering a wide range of topics in the technology sector from colocation and cloud to data centers and telecommunications. As a B2B web hosting and website builder editor, Abigail also writes how-to guides and deals for the sector, keeping up to date with the latest trends in the hosting industry. Abigail is also extremely keen on commissioning contributed content from experts in the web hosting and website builder field.