In this tug-of-war which sees economic interests on the one hand and protection of privacy on the other, we end users we find ourselves being pulled a little to one side and a little to the other. DuckDuckGo is just one of the tools we have to at least partially safeguard our data and recently announced that it intends to prevent Google to collect them through its FLoC .
Not even two weeks ago we explained to you what these FLoC ( Federated Learning of Cohorts technology ) are and how the strongest research in the world has made it clear that they will be much less attentive to the browsing data of individual users : these new cookies will draw on data provided by groups created by the browser to succeed however to generate relevant advertising .
Numerous lawyers interested in privacy report that, although this evolution certainly leads to an improvement in the protection of personal data, it would still be sufficient to ensure that some information fails to lead to a specific single user . Several companies are taking action to block , in addition to the third-party cookies , even these new ones, which Google is preparing to collect, currently through a testing phase , and DuckDuckGo has promised a ' extension for Google Chrome that just that. It remains to be seen whether Google will accept it being made available against its own interests .
