Google Shifts to Privacy-First Browsing<\/a><\/p>\n\n\n\n What Is FLoC?<\/a><\/p>\n\n\n\n Google FLoC and WordPress Security<\/a><\/p>\n\n\n\n Alternatives to Google FLoC<\/a><\/p>\n\n\n\n Companies have been using browser tracking to gather information about users<\/a> and, in turn, improve user experience<\/a> and ad targeting. However, public sentiment towards browser tracking is shifting, and consumers are now demanding less invasive internet tracking.<\/p>\n\n\n\n Browser tracking refers to using tags and other code snippets to collect information about a user\u2019s online behavior and preferences. <\/p>\n\n\n\n For instance, websites use browser trackers<\/a> to trace the cookies stored in users\u2019 web browsers. Cookies are one of the primary sources of user information, and they may have different functions depending on who is placing them. <\/p>\n\n\n\n With that in mind, let’s look at two of the well-known types of cookies \u2014 first-party cookies and third-party cookies. <\/p>\n\n\n\n First-party<\/strong> cookies<\/strong> <\/strong>are the cookies placed on a website by the website owner<\/a>, and they\u2019re commonly used to improve user experience and save preferred settings. <\/p>\n\n\n\n For example, YouTube can use first-party cookies<\/a> to save your login information and track what videos you watch to offer tailored content recommendations. <\/p>\n\n\n\n In contrast, <\/strong>third-party cookies<\/strong> <\/strong>refer to the cookies created by someone other than the website you are visiting. Advertising networks often place them on publishing platforms and social media networks to track browsing behavior. <\/p>\n\n\n\n For example, if you visit NYTimes.com, the ads platform may place cookies on your browser to track your activity while browsing the website. <\/p>\n\n\n\n Cookies are one of the best-known methods for tracking and identifying people online, but it’s not the only one. Advertising companies also may use more invasive methods like browser fingerprinting<\/strong><\/a> <\/strong>to track user behavior across the internet. Fingerprinting identifies users online by using their browser and device settings.\u00a0\u00a0<\/p>\n\n\n\n Image Source<\/a><\/p>\n\n\n\n According to McKinsey<\/a>‘s consumer data protection study, consumers trust companies that limit personal data collection and quickly report hacks and security breaches. The study also found that 64% of consumers clear cookies and browsing history, and 41% use browser settings to disable cookies. <\/p>\n\n\n\n The EU\u2019s General Data Protection Regulation<\/a> (GDPR) rules introduced a new era of regulatory efforts to protect consumer privacy<\/a> online. <\/p>\n\n\n\n Additionally, non-profit organizations such as the Electronic Frontier Foundation<\/a> have increased efforts to keep consumers educated about privacy issues like device tracking and online identifiers. <\/p>\n\n\n\n The demand for online privacy has led people to seek more secure alternatives. As a result, internet browsers and search engines that curtail tracking<\/a> have seen massive growth. <\/p>\n\n\n\n The private search engine DuckDuckGo<\/a> surpassed 100 million queries<\/a> per day in early 2021. Moreover, privacy-first browsers like Brave have gained popularity, racking up to 25 million<\/a> monthly active users. <\/p>\n\n\n\n The shift towards privacy has also led companies like Apple and Mozilla to remove support for third-party cookies from their web browsers (Safari and Firefox, respectively). <\/p>\n\n\n\n Image Source<\/a><\/p>\n\n\n\n For the tech giant Apple, the online privacy-first approach has even carried over to its line of products. For example, the company advertises the iPhone’s privacy protection features as one of its main competitive advantages. <\/p>\n\n\n\n As consumer preference continues to shift towards placing a premium on privacy, Google is taking a stand as well. <\/p>\n\n\n\n In 2020, Google announced its intention to remove support for third-party cookies<\/a> on its Chrome browser and ad networks. However, Google will continue to support first-party tracking between websites and their users. <\/p>\n\n\n\n Google also communicated that it would not build replacements capable of tracking users\u2019 identities across the internet. Instead, privacy-protecting APIs that prevent individual tracking will support the Chrome browser. <\/p>\n\n\n\n Google and other tech companies are exploring tracking methods that enable websites to collect data for advertising purposes while protecting user identity. To this end, Google created Privacy Sandbox<\/a> \u2014 a Chromium project aimed at supporting monetization for publishers while protecting user privacy. <\/p>\n\n\n\n The biggest challenge for Privacy Sandbox is finding an online monetization process that doesn\u2019t rely on cross-site tracking. <\/p>\n\n\n\n Image Source<\/a><\/p>\n\n\n\n As the Privacy Sandbox team develops tools to replace cross-site tracking and online fingerprinting, Google will work in parallel to remove support for third-party cookies.<\/p>\n\n\n\n Google formed Privacy Sandbox based on the theory that tech companies and advertisers can use interest-based tracking to monetize online content. As a result, it has invested heavily into developing a technique called FLoC<\/a>, which is short for Federated Learning of Cohorts. <\/p>\n\n\n\n The technique protects individual users by grouping them with others who share similar interests and online behavior. That way, advertisers and publishers get their share of helpful information while the user retains privacy.<\/p>\n\n\n\n These user groups are called cohorts, and Google FLoC will create them once a week using an algorithm that factors in recent browser history.<\/p>\n\n\n\n Shortly after Google introduced Google FLoC, the Electronic Frontier Foundation (EFF) took a strong stance against the new tracking solution. <\/p>\n\n\n\n In the article Google\u2019s FLoC is a Terrible Idea<\/em><\/a>, the EFF claims that Google\u2019s solution will make fingerprinting to identify users online easier. The foundation argued that it takes less effort to fingerprint individuals within a small cohort than those within the entire population of internet users. <\/p>\n\n\n\n The EFF also concludes that any type of online grouping can be used for harmful practices such as discrimination and exploitation. <\/p>\n\n\n\n Amazon has also allegedly taken a stance against Google\u2019s cookie-free tracking solution by blocking FLoC pilot tests<\/a>. According to digital experts, Amazon installed code that prevents Google FLoC from gathering information about the products Amazon users search for, perhaps in an attempt to protect its first-party data.<\/p>\n\n\n\n In April 2021, WordPress announced its proposal to treat FLoC as a potential security concern<\/a>. WordPress stated it wants to combat discriminatory practices and predatory targeting on its platform, which powers roughly 41% of the internet. <\/p>\n\n\n\n To do so, WordPress suggests disabling support for Google FLoC via code. However, it still plans to give those who want to use FLoC on their websites<\/a> the choice to override the proposed filter. <\/p>\n\n\n\n Several members of the WordPress community<\/a> have expressed support for the proposed filter but have pushed back on referring to Google FLoC as a security threat. <\/p>\n\n\n\n In response to these concerns, Peter Wilson, spokesman for the WordPress Security team, confirmed that FLoC would not b<\/a>e considered a security issue<\/a>. <\/p>\n\n\n\n To learn more about keeping your WordPress website secure, read about the best WordPress security plugins<\/a>.<\/p>\n\n\n\n Image Source<\/a><\/p>\n\n\n\n At the time of writing, WordPress has not issued a final decision on whether or not to filter Google FLoC by default in WordPress core. But there seems to be strong support in the developer community for blocking Google\u2019s tracking solution.<\/p>\n\n\n\n What does this mean for WordPress users?<\/p>\n\n\n\n There\u2019s a good chance that WordPress core will not support Google FLoC by default. However, if you would like to use FLoC, admins should have the ability to opt-in to use it or override the filter blocking it. <\/p>\n\n\n\n If WordPress decides to block FLoC by default, it will not be due to security risks. Instead, WordPress would be leveraging its position in the online community to combat discrimination and addressing consumer privacy concerns outlined by the EFF.<\/p>\n\n\n\n Given the strong reactions against Google FLoC, it seems appropriate to ask what the future of website monetization is. <\/p>\n\n\n\n Well, Google isn\u2019t the only company working on cookieless advertising. Other advertising and tech companies are also investing resources to figure out how to support monetization in an age of privacy-first internet browsing. <\/p>\n\n\n\n PubMatic, OpenX, and Zeta Global pooled their resources to develop the SWAN.community network<\/a>, which would give consumers more control over their online data. <\/p>\n\n\n\n When users first visit a part of the SWAN ad network, they can opt in or out of viewing ads. By opting in, you’ll share your preferences (under a pseudonym) with participating publishers and their ad tech vendors. <\/p>\n\n\n\nDemand for Internet Privacy Increases<\/h2>\n\n\n\n
How Browser Tracking Works<\/h3>\n\n\n\n
![\"Brave](\"https:\/\/www.bluehost.com\/blog\/wp-content\/uploads\/2021\/06\/Brave-Browser-blocks-data-grabbing-ads-and-trackers-that-identify-users.-1024x508.png\"){kind=tracking}
<\/figure>\n\n\n\nConsumers Push Back on Internet Tracking<\/h3>\n\n\n\n
The Rise of Privacy Protection in Web Browsers and Search Engines<\/h3>\n\n\n\n
![\"Apple](\"https:\/\/www.bluehost.com\/blog\/wp-content\/uploads\/2021\/06\/Apple-Privacy-iPhone-ad-1024x576.png\")
<\/figure><\/div>\n\n\n\nGoogle Shifts to Privacy-First Browsing<\/h2>\n\n\n\n
Google Removes Support for Third-Party Cookies<\/h3>\n\n\n\n
Google Privacy Sandbox<\/h3>\n\n\n\n
![\"Screenshot](\"https:\/\/www.bluehost.com\/blog\/wp-content\/uploads\/2021\/06\/Screenshot-of-Google-Ads-website-which-will-use-Google-FLoC-to-deliver-targeted-ads-1024x392.png\")
<\/figure><\/div>\n\n\n\nWhat Is FLoC?<\/h2>\n\n\n\n
Responses to Google FLoC <\/h3>\n\n\n\n
Amazon Blocks Google FLoC<\/h3>\n\n\n\n
Google FLoC and WordPress Security<\/h2>\n\n\n\n
![\"Screenshot](\"https:\/\/www.bluehost.com\/blog\/wp-content\/uploads\/2021\/06\/Screenshot-of-WordPress-security-plugin-WordFence-1024x632.png\")
<\/figure><\/div>\n\n\n\nAlternatives to Google FLoC<\/h2>\n\n\n\n
The SWAN.community Network<\/h3>\n\n\n\n
![\"SWAN.community](\"https:\/\/www.bluehost.com\/blog\/wp-content\/uploads\/2021\/06\/SWAN.community-is-an-alternative-to-Google-FLoC.-1024x371.png\")
<\/figure><\/div>\n\n\n\n