Why you suddenly need to delete Google Chrome ForbesTech
that had also been triggered by FLoC, and whether this would lead to undue control for Google over the advertising ecosystem. But the reality for you as Chrome users is much more serious. With third-party trackers still in place, with FLoC’s failure, and with no definite plans for improved technology, there is no tangible end in sight to fingerprinting on Chrome.
The issue with Chrome is that the browser and search engine and trackers all originate from the same source. If your browser is a privacy gamekeeper and those trackers are data poachers, then you probably don’t want them all sporting the same logos. “The pragmatic view,” Cyjax CISO Ian Thornton-Trump told me, “is that FloC was yet another attempt to ‘target’ digital marketing within the Google browser system instead of a third-party cookie, to ensure ‘no escape’ from being ‘mostly if not completely’ tracked. As usual, any company that wants to ‘improve your privacy,’ but makes billions from digital media and needs your data to be effective, is deeply problematic.
“If you use Chrome, you give up your privacy,” my STC colleague Kate O’Flaherty warns this week. “There isn’t going to be something that’s privacy-preserving, but yet still services advertisers. They need to know stuff about you.”
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