![]() In any case, despite Google Chrome’s dominance in the desktop browser market, it can’t do it on its own. That’s an idea that privacy-focused companies such as Brave, Vivaldi, and DuckDuckGo have openly discussed their opposition to, calling FLoC “privacy-invasive” even when that is exactly what the tech is trying to avoid. ![]() Google is positioning FLoC, or Federated Learning of Cohorts, as a new standard for the web. Microsoft Edge, Apple Safari, and Mozilla Firefox have confirmed they don’t have immediate plans to adopt FLoC. After Google started rolling out FLoC to some Chrome users as a replacement for third-party cookies, the technology has become rather controversial.
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