Google’s Federated Learning of Cohorts (FLoC) technology has solved the problems for many, and WordPress is the latest to raise concerns about the new technology for user tracking and ad targeting.

The blogging platform competes with DuckDuckGo against Google and proposes to block Google’s new technology on the websites it operates. Since WordPress covers around two-fifths of the web, the proposal could have a huge impact on what Google is planning to do. WordPress fights FLoC, saying it could “use four lines of code to help fight racism, sexism, anti-LGBTQ + discrimination, and discrimination against people with mental illness”.

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The privacy-driven search engine DuckDuckGo and privacy advocates like the EFF (Electronic Frontier Foundation) expressed concern about Google’s plans, pointing out that “FLoC groups people based on their browsing habits to …

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