WordPress to block Google’s ad tracking on almost half of the websites on Internet
Open source content management system (CMS) WordPress announced it will block Google’s new ad tracking technology. The company views the system as a security concern. Google is currently testing the Federated Learning of Cohorts (FLoC) feature.
“While it is indeed unusual to treat a new ‘feature’ this way, there is a precedent for something that wasn’t solely a comment vulnerability to be ported back to previous versions for the benefit of the entire community,” so WordPress said in a blog post.
FLoC replaces third party cookies. An algorithm is used to group people with similar browsing histories for targeted advertising. The function has yet to be fully implemented.
Several browsers such as Mozilla, Brave, Vivaldi and DuckDuckGo have signed out of FLoC. Meanwhile, WordPress has also released four lines of code that developers can use to block FLoC for their websites. This would have a huge impact on Google’s plan as WordPress powers 41 percent of the web.
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