Software
On nearly half of the Internet's websites, WordPress would disable Google's ad monitoring.
WordPress, an open-source content management system (CMS), has announced that it would disable Google's latest ad tracking technology. The device, according to the organization, is a security risk. Federated Learning of Cohorts is a functionality that Google is currently exploring (FLoC).
“While it is indeed unusual to treat a new “feature” this way, there is precedent in that something that was not strictly a security vulnerability in comments was back-ported to previous versions for the good of the community as a whole,” WordPress said in a blog post.
Third-party cookies will be replaced by FLoC. It employs an algorithm to group people with similar browsing histories for the purposes of targeted advertisements. The function has yet to be fully implemented.
Mozilla, Brave, Vivaldi, and DuckDuckGo are among the browsers that have opted out of FLoC. Meanwhile, WordPress has published four lines of code to assist website developers in blocking FLoC. Since WordPress powers 41% of the internet, this will have a huge effect on Google's strategy.
Furthermore, users who choose to use FLoC will be able to do so on their own. Versions of WordPress that support privacy settings may have an on/off switch to allow FLoC.
Source: 9to5Google
