Big Tech Monitoring Millions of Users Without Consent in New Ad Test

Google has made millions of its users the targets of a test for a new ad program without informing them, warns a privacy activist group.

The Electronic Frontier Foundation said Google’s test trial of its Federated Learning of Cohorts without consent “is a concrete breach of user trust in service of a technology that should not exist.”

Under the program, Google Chrome browsers “will begin sorting their users into groups based on behavior, then sharing group labels with third-party trackers and advertisers around the web.”

“Although Google announced this was coming, the company has been sparse with details about the trial until now,” EFF said. “We’ve pored over blog posts, mailing lists, draft web standards, and Chromium’s source code to figure out exactly what’s going on.”

EFF said Google “designed FLoC to help advertisers target ads once third-party cookies go away. During the trial, trackers will be able to collect FLoC IDs in addition to third-party cookies.” (Read more from “Big Tech Monitoring Millions of Users Without Consent in New Ad Test” HERE)

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