Google started testing new data collection technology “FLoC”. This is done to group users by interest and show them targeted ads.
To manually opt out of using FLoC, go to your Chrome settings and turn off third-party cookies. This will also disable FLoC.
Another solution to the problem is to uninstall Chrome. Brave and Vivaldi, both built on Chromium, have promised to disable FLoC by default.
Also, you can use the extension developed by the creators of DuckDuckGo. Using the search engine duckduckgo.com prevents FLoC from working regardless of whether the extension is installed.
Safari is built on Webkit, not Chromium, so FLoC is not a problem there. The creators of Firefox have also said they won’t use it. Microsoft has also disabled FLoC in its Chromium-based Microsoft Edge browser.