Privacy-focused browser DuckDuckGo has updated its Chrome plug-in to block two new ad targeting methods that are part of Google’s Privacy Sandbox. DuckDuckGo has informed users in a blog post that they can block Google Topics and FLEDGE via this plugin. Google’s new alternative method of tracking and targeting users for online ads, which it claims is more privacy-focused, has been criticized by regulators and privacy advocates. DuckDuckGo is also among those who criticize the new ad technology that Google is currently testing on a limited number of users.
“Some say this new method is less invasive ad targeting, but we disagree,” says Peter Dolanjski, product director of DuckDuckGo. continue to automatically monitor your online activity and share information about you with advertisers and other parties.”
The company also criticizes Google’s FLEDGE system, its new method of retargeting ads. Instead of traditional ad retargeting via third-party cookies, FLEDGE offers a targeting system built directly in Google’s Chrome browser.
Dolanjski also said, “When you visit a website where the advertiser might want to follow you with an ad later, the advertiser can tell your Chrome browser to put you in an interest group. Then, when you visit another website that is displaying ads, your Chrome browser will run an ad auction based on your interest groups and target specific ads to you. In other words, your browser is a tool to earn money from you,” he says.
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