By Susana Galeano
LATAM Content Coordinator
LThird-party cookies, which do not originate from the website you are visiting and are stored on advertisers' servers, are usually used to profile a user through their browsing data. This profile will then be translated into personalized advertising that encompasses the user's supposed interests based on their visits and information. This is why cookies are so useful to advertisers, as they offer a large amount of information about the user... in exchange for their privacy.
However, the use of these invasive cookies is being estonia business email database questioned. That is why, several months ago, Google presented its Federated Learning Cohorts (FLOC) technology, an alternative based on generating groups of people (cohorts) with similar interests, so that companies can approach them with related content . In this way, users will see their privacy protected by not receiving an individual approach but rather a group approach from businesses.
But now Google is facing one of the first serious signs of resistance to this proposal: Duckduckgo, the open source search engine that is committed to privacy, has decided to block FLOC.