WordPress considers blocking FLoC

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 20, 2021, 2:05 AM UTC

Many WordPress sites have put off updating, as the major release can trigger compatibility problems with other sections of their site.

WordPress has proposed blocking Google's Federated Learning of Cohorts (FLoC) technology as a default. When asked why the proposal was recommended, WordPress said that Google's FLoC could potentially lead to “predatory targeting of unsophisticated consumers.”

Further, the proposal raised security and privacy concerns about user monitoring and data-sharing through Google's FLoC. With approximately 40% of websites using WordPress, as per W3Techs, the block could hide the browsing behaviour of a significant number of users from Google.

Moreover, other brands are also opposing Google’s FLoC, as Chromium-based browsers like Vivaldi and Brave and DuckDuckGo’s Chrome extension have disabled and blocked the ad-tech. The FLoC block could make it difficult for advertisers to reach potential customers through Google's cohort-based targeting.

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